Wilson Sporting Goods Co. is expanding its game, moving from the court to lifestyle apparel – and physical retail.
The sports equipment company launched Wilson Sportswear, a performance-driven lifestyle sportswear line for men and women that combines sport, fashion and culture. The direct-to-consumer line is sold exclusively on the Wilson website in the US and on leading branded websites in China.
In addition, Wilson Sporting Goods will open its first retail locations in key markets such as Chicago, New York, Beijing and Shanghai later this year. More will be added. (The first location in Chicago opens this summer, followed by a location in New York’s SoHo neighborhood.) In stores, consumers can immerse themselves in the world of sports and interact with Wilson’s collection of sportswear and equipment -hand, said the Company.
“Wilson has engineered equipment from the world’s best athletes for more than a century,” said Gordon Devin, president of Wilson Sportswear. “We’re excited to expand our craftsmanship, history and heritage to apparel. As athletes continue to redefine themselves, Wilson is redefining athletes’ uniforms, combining the premium performance expected of Wilson with fresh, athlete-inspired styles.”
Wilson Sportswear will publish new articles every two weeks. Special collaborations are planned for key moments in sports culture. The first collection – called The Starting Lineup – includes sweatshirts, training shorts, joggers, baseball t-shirts 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 Anta Sports.