The brand’s Chicago origins are also highlighted in the basketball-ready pieces, which collectively have a color scheme based on a certain local basketball franchise’s iconic black, white, and red. Lead designer Joelle Michaeloff dug deep into the brand’s expansive archive for inspiration, with several standout pieces as relatively direct modernizations of Wilson classics. The pieces stand up to performance tests and look good off the court, pitch, and field alike. The capsules drew in part from seasonally appropriate sports (basketball in the early summer, tennis around the time of the US Open) and merged quality, functionality, and fashion. While 2021 didn’t mark the brand’s first-ever foray into apparel, they built a strong foundation for their soft relaunch in Wilson Sportswear through a series of drops centered around sports/casualwear. It seems to stem not from shareholder orders or a dwindling influence but rather an authentic internal need to take the brand forward. Perhaps that’s what has made the brand’s reemergence as a major player in the world of sportswear all the more impressive in 2021. There is an extent to which, at that level of success, stagnancy would be understandable. The brand, which was established in 1913, has been the biggest name in sporting equipment for over a hundred years with their equipment largely becoming the gold standard in just about every major sport in the world. ![]() When a brand is as ubiquitous as Wilson Sporting Goods, it’s tricky to reintroduce it to the public.
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