Chicago-based Wilson Sporting Goods Co., is no exception. And Glossier bet big on experiential retail adding two physical stores in 2021. For example, Amazon plans to open a clothing store called Amazon Style in Glendale, California this year.
"Our first-ever retail location centers around Wilson's heritage, serving as a physical 'love letter' to our city.As companies look to court more Gen Z customers and pursue a direct-to-consumer strategy, many are also opening up retail stores to fully bring their brand experience to life. "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. Athletes can also have Wilson rackets and ball gloves customized in-store during regularly scheduled special events. Additional exclusives will drop seasonally – aligning with key sports moments. The Chicago store will open with limited-edition products, such as a Chicago-inspired colorway of the Wilson A2000 baseball glove. Wilson plans to continue its direct-to-consumer expansion opening flagship stores in New York, Los Angeles, Beijing and Shanghai in the coming months. This physical expression of the brand will serve as a test lab to gather feedback and input from athletes and consumers alike. 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.
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. The store also features a distinct, leather-inspired Wilson signature scent, and technological elements to further provide an elevated shopping experience for guests. Wilson heritage catalog content and historical relics top the list of unique store features creating a museum-like in-store environment. 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 is so proud to be Chicago-based, and we hope this new store brings our city that same feeling of pride in our brand." "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. It’s first store is located in Chicago’s Gold Coast neighborhood at 932 N. The subsidiary of Amer Sports Corporation manufactures sports equipment, apparel and accessories. has opened its first-ever brick-and-mortar retail store in its hometown of Chicago.
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