Wilson Sporting Goods Co. is expanding its game, moving from the court to lifestyle apparel — and physical retail.
The sports equipment-focused company has launched Wilson Sportswear, a performance-based, lifestyle athletic apparel line for men and women that is designed to merge sport, fashion and culture. The direct-to-consumer line will be sold exclusively on Wilson’s website in the United States and on leading brand sites in China.
In addition, Wilson Sporting Goods will open its first-ever retail locations later this year in key markets that include Chicago, New York, Beijing and Shanghai, with more to be added. (The first location, in Chicago, will open this summer, followed by a site in New York City’s SoHo neighborhood.) The stores will allow consumers to immerse themselves in the world of sport and interact with the Wilson collection of sportswear and sporting equipment first-hand, the company said.
"For more than a century, Wilson has been designing equipment to the specifications required by the world's greatest athletes," said Gordon Devin, president of Wilson Sportswear. "We are excited to extend our craftsmanship, history and heritage to apparel. As athletes continue to redefine themselves, Wilson is redefining the athletes' uniform, coupling the premium performance expected from Wilson with fresh styles inspired by athletes."
Wilson Sportswear will drop new items drop bi-weekly, with special collaborations planned around key moments in sport culture. The first collection — called The Starting Lineup — includes sweatshirts, training shorts, joggers, baseball tees and sweatshirts.
Wilson Sporting Goods is a subsidiary of Amer Sports Corporation, a leading manufacturer of high-performance sports equipment, apparel and accessories. Amer Sports is a subsidiary of the Chinese-owned Anta Sports.