Wilson Sporting Goods Opens Its First Retail Store

Wilson is kicking off its physical expansion and plans to open several flagship stores in the coming months. Can you guess what the first one will smell like? Read on to find out.
Jamie Grill-Goodman
Editor in Chief
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Wilson Sporting Goods Co.has opened its first-ever brick-and-mortar retail store in its hometown of Chicago.

The subsidiary of Amer Sports Corporation manufactures sports equipment, apparel and accessories. It’s first store is located in Chicago’s Gold Coast neighborhood at 932 N. Rush Street.

"With 108 years of history here in Chicago, it was only right that we start this next chapter in our hometown," said Joe Dudy, president of Wilson Sporting Goods Co. "Wilson is so proud to be Chicago-based, and we hope this new store brings our city that same feeling of pride in our brand."

The 2,247 square-foot store offers a curated assortment of sporting goods across many sport categories such as tennis, baseball, football, basketball and golf, as well as Wilson's new athletic-lifestyle sportswear collection, available for both men and women. Wilson heritage catalog content and historical relics top the list of unique store features creating a museum-like in-store environment. The store also features a distinct, leather-inspired Wilson signature scent, and technological elements to further provide an elevated shopping experience for guests. Wilson will also be piloting Mood Media's Mood Social offering, which will allow customers to interact with the store playlist at any given time.

a shelf in a room

While Wilson is new to brick-and-mortar, the leading sporting goods brand is not new to retail, having executed dynamic pop-up stores at sporting events like Super Bowl, College World Series and the US Open for decades. This physical expression of the brand will serve as a test lab to gather feedback and input from athletes and consumers alike. Wilson plans to continue its direct-to-consumer expansion opening flagship stores in New YorkLos AngelesBeijing and Shanghai in the coming months.

The Chicago store will open with limited-edition products, such as a Chicago-inspired colorway of the Wilson A2000 baseball glove. Additional exclusives will drop seasonally – aligning with key sports moments. Athletes can also have Wilson rackets and ball gloves customized in-store during regularly scheduled special events.

"Following the launch of our Wilson Sportswear line earlier this summer, it was important that we introduce physical retail locations so that our athletes can experience and interact with our sports equipment and apparel in person," said Gordon Devin, president of Wilson Sportswear. "Our first-ever retail location centers around Wilson's heritage, serving as a physical 'love letter' to our city."