First Look: Wilson Sporting Items celebrates sports activities, play at NYC flagship


Wilson Sporting Goods Co. wants customers to play and shop at its new flagship store in New York City.

The 6,500 square foot. Store in Manhattan’s SoHo neighborhood is the sporting goods giant’s second permanent US outpost. The first opened in Wilson’s hometown of Chicago in July. Additional locations are planned, with Wilson looking at locations in Los Angeles and others in Chicago and New York.

The new flagship aims to reinvent the traditional sports shop. It includes an atrium area named Park in honor of company founder Thomas E. Wilson. The 2,500 square foot, built to inspire – and to enable play. The space can be rearranged to allow visitors to try almost any product in the store. They can hit tennis balls against a special wall, demonstrate golf clubs, play catch, shoot hoops and participate in other activities.

In addition to the test equipment, customers also use the store’s value-added services, such as B. the personalization of leather balls and the personalization of gloves. ONE Full-time racquet stringing specialist is also available.

The extensive product range covers all sports Wilson’s Portfolio, including the official basketballs of the NBA and WNBA, as well as the official ball of the NFL “The Duke”. It’s also at home Wilson’s Athletic lifestyle sportswear collection (for men and women.)

“We’re excited to introduce our premium branded direct-to-consumer model, which delivers an immersive Wilson experience through innovative products, constant play inspiration and sports-specific staff expertise,” said Gordon Devin, President of Wilson Sportswear. “New York is a priority market for Wilson as we continue to expand our retail presence globally.”

While Wilson is new to brick-and-mortar, the brand isn’t new to retail, having operated pop-up stores at sporting events like the Super Bowl, College World Series, and US Open for decades.

Wilson Sporting Goods Co. is a subsidiary of Amer Sports Corporation, a leading manufacturer of high performance athletic equipment, apparel and accessories.