To create a premium, emotionally resonant City Collections line that bridges sport and lifestyle, spotlighting Wilson’s heritage in iconic cities. The goal was to expand Wilson’s appeal beyond pure athletics, attract fashion-forward consumers, and build a collectible, limited-edition identity that elevates brand equity in new markets.
We developed City Collections as a designer capsule series rooted in city stories, each design capturing the spirit, “vibe,” and culture of a specific locale. Visual motifs, color palettes, and material textures were informed by deep cultural research.Each city edition was packaged with narratives that connect product to place, transforming the gear into cultural artifacts. The creative direction and art direction unified performance elements (materials, function) with lifestyle styling cues.This approach allowed Wilson to present each city edition not just as a product, but as an emotional, collectible moment in sport + culture.
Wilson’s City Collection goes beyond equipment sales by offering premium products that excite consumers and build loyalty through city pride and team identity. It enhances Wilson’s brand image, stands out in stores and on social media, and gains extra visibility through league campaigns. The line delivers a big impact by boosting brand value, engaging fans, and positioning Wilson as both a performance and lifestyle brand.
