Wilson Tennis Retail Solutions

We worked with Wilson Sporting Goods to help them revive their branding in store across multiple retailers. After years of being a brand leader, Wilson was finding that consumers view the brand as old-fashioned and tired, yet maintained trust in the brand's quality. Our approach to align Wilson and retailer was to design a fictional store: what would a Wilson store look like if they were located on North Michigan Avenue?

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From that inspiration, designing each floor to house a different sport, we extrapolated the elements and scaled them to be viable in real retail environments. We initially concentrated on Tennis, showcasing Wilson's quality through the presentation of the rackets in a more meaningful and accessible way for the athlete.

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Solutions carried through to other applications, like pop-up stores at major tennis tournaments across the globe.