The brand has opened a pop-up retail store and tennis museum in New York’s SoHo neighbourhood.
The pop-up and museum intends to woo customers with limited-edition products, tight curation, in-store technology and aesthetics and after more than a century of selling sporting goods, the brand has opened its first permanent physical retail store in Chicago, where the brand is headquartered.
The Chicago store stands at 2,247sq ft and follows an expansion of the brand’s direct-to-consumer business. The DTC push comes as Wilson tries to expand the reach and influence of its brand beyond sporting equipment.
The company said: “The Wilson Pop-Up Museum is just the beginning for the long-standing leader in sporting goods in New York. At the museum, Wilson will exhibit the stories of the additional sports ventures in the coming months, all leading up to the grand opening of the NYC Wilson Flagship Store later this year.”
