Wilson Sporting Goods Shifts Focus to Brick-and-Mortar Retail — Retail Bum

Wilson Sporting Goods is looking to address rising competition from direct-to-consumer (DTC) brands by not only teaming up with wholesale partners but also growing its own physical footprint.

The company’s brick-and-mortar journey started in July 2021 with its 2,247-square-foot standalone store launch in its hometown of Chicago. Since then, its total store count has increased to six, with the recent opening of its first West Coast store in Santa Monica, California. The company has another three stores slated to open later this year.

The renowned American athletic brand has been making equipment for a wide range of sports for over a hundred years. However, it has historically relied on a vast network of wholesale partners, such as Dick’s Sporting Goods and Academy Sports + Outdoors, as well as temporary stores at significant sporting events like the Super Bowl, College World Series, and the U.S. Open, for distribution.

Gordon Devin, president and general manager of Wilson Sportswear, explained that the brand realized it needed to create a new retail standard to enhance its products further and incorporate innovative technology.

“We felt that we were the only ones who could truly convey the premium story of our products and brand,” he said.