WILSON 

For over a century, Wilson defined the game through world-class equipment. But as athleisure surged, the brand faced a pivotal challenge: how to expand beyond gear and establish itself as a true sportswear brand—one that could create a deeper relationship with consumers and drive long-term business growth. This wasn’t just a product launch; it was a strategic shift to position Wilson as a lifestyle brand, build a high-growth category, and strengthen its direct-to-consumer (DTC) model.

Our VP of Strategy framed it perfectly: You don’t reinvent a 100-year-old brand—you uncover its soul and give it space to grow. Wilson’s heritage wasn’t a constraint; it was an advantage. The challenge wasn’t simply about making great apparel—it was about finding Wilson’s rightful place in culture and redefining what it means to be an athlete. Instead of chasing elite competition, the brand embraced the everyday pursuit of sport, expanding its reach beyond performance-driven athletes to a broader audience of active consumers.

The go-to-market strategy was designed to build long-term engagement, not just drive a one-time launch. A DTC-first approach gave Wilson control over its brand experience, supported by flagship stores, digital activations, and influencer partnerships to create cultural relevance. A content-driven strategy centered biweekly product drops and key moments in sports culture, helping Wilson establish a rhythm of engagement. The plan wasn’t just about selling apparel—it was about building brand loyalty and increasing customer lifetime value (CLV) through a mix of performance marketing, retention strategies, and community engagement.

As Head of Production, I played a role in shaping this transformation, aligning strategy, creative, and production planning to ensure a seamless brand execution. I worked closely with the team developing the early frameworks for brand identity, storytelling, and digital launch strategy. While I transitioned off the project before launch, the work helped lay the foundation for Wilson’s evolution into a sportswear brand designed for long-term success—one that could own its category while driving deeper consumer relationships through DTC.