The 108-year-old company has opened its first ever store with the 2,247sq ft space located in the brand’s Chicago hometown.
The Chicago store is intended to act as a test lab that will allow Wilson Sporting Goods to gather feedback and input from consumers and athletes alike. Designed as a physical expansion of the brand, the store is even complete with a distinct, leather-inspired Wilson signature scent. Customers are also able to interact with the store’s playlist at any given time through a new offering the brand is piloting called Mood Media.
The brand will continue with its direct-to-consumer expansion, with flagships set to open in New York, Los Angeles, Beijing and Shanghai in the coming months.
Gordon Devin, President of Wilson Sportswear, commented: “Following the launch of our Wilson Sportswear line earlier this summer, it was important that we introduce physical retail locations so that our athletics can experience and interact with our sports equipment and apparel in person. Our first ever retail location centres around Wilson’s heritage, serving as a physical ‘love letter’ to our city.”
