From the start, Wilson made a name for itself by selling their products with wholesale partners such as DICK’s Sporting Goods and Academy Sports + Outdoors. Now, the company wants to create its own standalone physical presence, rather than just featuring their equipment in major sports retail shops.
Through brick-and-mortar stores, Wilson plans to tell the brand’s story and sell directly to consumers in an in-person community setting. To elevate their brand in the best possible light, a physical presence is necessary.
“We got to a point where for us to continue to elevate the product, to continue to elevate the technology — the innovation that we always strive to put into our products — we recognize that we need to create a new level of retail. We felt that we were the only people that could really tell the most premium story about our products and our brand,” said Gordon Devin, President and General Manager of Wilson Sportswear.
Wilson’s new stores are a prime example of using experiential elements to enhance the overall shopping experience for consumers. Their Santa Monica store has a test area with a basketball hoop, hitting wall and on-site racket stringing for shoppers to try products. Its flagship Soho store also offers services like ball customization and glove personalization.