Wilson Appoints 72andSunny to Transform Player Trust into Brand Lust
Wilson Sporting Goods Company, the iconic sports equipment and apparel company, has appointed 72andSunny as its creative agency. This exciting new partnership is part of a drive by Wilson to move beyond its position as the world’s No. 1 equipment supplier to become the most coveted brand in sport.
With its position as the world’s leading equipment manufacturer well established, Wilson has now set its sights on building a deeper brand equity in sports to drive awareness and sales of its premium performance sportswear line. It also aims to highlight Wilson’s position as a powerhouse brand that is the official ball of the Men’s and Women’s National Basketball Association (NBA, WNBA), National Football League (NFL), the US Open (tennis), and more.
Amanda Lamb, vice-president of brand at Wilson, said, “At Wilson, we have a rich history many brands can only dream of having. We are incredibly proud and protective of it, but now is the time to take our brand equity in products, partnerships and player trust and use it to take us to the next stage as a highly desirable sports brand. It’s time we convert our hard-earned equipment trust into brand lust, and that’s why, after an extensive search, we selected 72andSunny as our first brand-level agency partner. Their track record of game-changing strategy and creativity that has helped to build and grow brands is hard to beat, so we’re thrilled they are on our team.”
72andSunny will help launch the first campaign in this new strategy, which is due to begin in 2024. Previously, Wilson’s advertising focused on getting its world-class sporting goods equipment into the hands of athletes in each of its focus sports. The new campaign will build on this stellar foundation to take the brand even further.
Laura Likos, managing director at 72andSunny, LA, said, “We get out of bed every morning to partner with the world’s most ambitious brands, and they don’t come more ambitious than Wilson and their leadership team. Not only is Wilson one of the most storied brands in sport, but it’s also one of the most innovative, trusted on and off the field of play. And given our long history with sport brands, it’s super exciting to apply this sport expertise to Wilson. We are thrilled they selected us to be a part of setting the stage for the next 100 years of growth.”
Founded in 1914 in Chicago, Wilson is the leading equipment brand in tennis, basketball, football and baseball. It has an unrivalled 12-decade-long winning streak in launching equipment that has literally changed the game, from the Pro Staff Racket, the Evolution Basketball, The Duke Football, and the A2000 baseball glove. The Wilson Volleyball, which famously starred alongside Tom Hanks in Castaway 20 years ago, remains a top-selling classic.
Wilson has a lasting and powerful connection to sports through its official ball partnerships – in fact, every single point ever scored in the NFL has been with a Wilson football. It also has partnerships with the Women’s National Basketball Association, the NCAA Division I Football Bowl Subdivision and the French Open, and has partnerships with multiple amateur sports organisations across the nation.
