For more than forty years, Wilson has been at the center of New York tennis as the official ball and racket stringer of the US Open Wilson Sporting Goods Co. has opened its pop-up museum and retail location in New York City, celebrating that historic role.

The new Wilson Pop-Up Museum in SoHo opens its doors today on Broadway 594 with legendary tennis star Billie Jean King. The pop-up opening precedes the 2021 US Open, which will take place Monday, August 30th through Sunday, September 12th in Flushing, NY. The pop-up, titled “Love All: A Wilson Tennis Experience,” pays homage to Wilson’s long history in tennis, highlighting groundbreaking athletes and Wilson Advisory Staff members and the extraordinary milestones in tennis innovation.

While strolling through the museum-like location, guests can experience the brand’s legacy up close. The pop-up will also serve as a retail location where Wilson Sportswear, including its latest tennis-inspired apparel collection for men and women, will be available for purchase along with a curated range of shoes, balls, accessories and tennis rackets. including limited and exclusive items like the Kith x Wilson Pro Staff 97, US Open Clash and the Blade V8.

The store will feature a “racket maestro” who offers racket customization as well as interactive experiences like tennis ball art and clothing personalization. After traversing the museum, the location will also feature a ballroom and gallery with selected Wilson hardware and a unique exhibition on the making of a modern racket. On the second floor there is an exclusive Sky Box Lounge, where events take place and tournament observations are offered.

The museum will feature the stories of other sports companies in the coming months, all of which lead up to the opening of the NYC Wilson flagship store later this year.

Wilson opened its first retail location, a Wilson Heritage Store, in its hometown of Chicago in July 2021. While the brand is new in the brick and mortar space, Wilson isn’t new in retail, having implemented dynamic pop-up for decades at sporting events like the Super Bowl, College World Series, and the US Open. Wilson will continue to expand directly to consumers, opening flagship stores in New York, Los Angeles, Beijing and Shanghai in the coming months.