Wilson sought to bridge basketball culture and everyday lifestyle with a tee collection that resonates beyond the court. The goal was to design apparel that appeals to both athletes and fans, balancing performance, style, and authenticity, while expanding Wilson’s presence in the casual sportswear segment. Through this collection, Wilson aimed to deepen brand affinity, tap into streetwear/recreation markets, and create an emotional connection between basketball identity and daily wear.
I developed the design concept “Avant Heritage”, a fusion of avant-garde creativity and heritage craftsmanship, to define the identity of the Basketball Tee Collection. The idea was to reinterpret Wilson’s basketball legacy through a modern, fashion-forward lens while preserving the authenticity rooted in sport. Each tee was designed to embody the tension between innovation and tradition, featuring bold yet minimal graphics, refined materials, and contemporary silhouettes that move effortlessly between court and street.Through Avant Heritage, the collection established a new design language that connects past and future, performance and culture, positioning Wilson as both a heritage brand and a progressive voice in modern sportswear.
The project fundamentally reshaped Wilson Basketball’s design philosophy, influencing not only apparel but also contributing to the overall direction of basketball product design. It established a new creative foundation that blends authenticity, heritage, and modern lifestyle expression.
