Case Study: Wilson finds its place in culture and enters sportswear with BASIC

Wilson steps into apparel after 107 years with BASIC

The customer Wilson, a century-old sports brand, came to vendor BASIC with a challenge. While iconic for its sports equipment, the brand needed to find a larger cultural relevance and successfully launch its first-ever apparel line.

BASIC tackled this by repositioning the brand around the mission to "empower every human to live life like an athlete." They refreshed the brand identity and executed a digital launch strategy for Wilson Sportswear, producing an anthem film and social content featuring everyday athletes. The solution included a new brand book for consistency and a drop-based go-to-market strategy, all achieved through remote production during the pandemic.

Wilson