Wilson Sporting Goods Company was searching for a game changer and they believe they have found it in 72andSunny. In a strategic move to transcend its role as the world’s premier equipment supplier, has enlisted the creative prowess of the creative agency as its new AOR.
This collaboration marks a pivotal step for Wilson as it endeavors to evolve into the most coveted brand in the realm of sports.
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Already established as the global leader in sports equipment and apparel, Wilson is redirecting its focus towards cultivating a deeper brand identity in sports. The objective is to enhance awareness and drive sales for its premium performance sportswear line.
Additionally, Wilson aims to underscore its status as the official ball provider for prestigious leagues such as the Men’s and Women’s National Basketball Association (NBA, WNBA), National Football League (NFL), and the US Open in tennis.
Amanda Lamb, Vice President of Brand at Wilson, expressed the brand’s commitment to leveraging its rich history, product excellence, and trust among players to transition into a highly desirable sports brand. Lamb emphasized the need to convert the hard-earned equipment trust into a broader brand appeal, leading to the selection of 72andSunny as the first brand-level agency partner.
REELated:
72andSunny is known for its insightful strategies and creativity in brand development. The agency will play a pivotal role in launching the inaugural campaign under this new strategic direction. The campaign is slated to commence in 2024 and signifies a departure from Wilson’s previous advertising approach, which primarily focused on positioning its world-class sporting goods equipment within specific sports.
Laura Likos, Managing Director at 72andSunny, LA, expressed enthusiasm for the partnership with Wilson, highlighting the brand’s storied history and innovative presence both on and off the field. Likos emphasized the agency’s excitement in applying its expertise to contribute to Wilson’s next century of growth.
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