Sporting equipment brand Wilson is aiming to reimagine the sports store with the opening of its first flagship, in New York City’s SoHo. The store continues Wilson’s move into brick-and-mortar, which began with the opening of its first-ever store in the company’s hometown of Chicago in July 2021. Additional stores are set to open in Los Angeles and Shanghai later this year.
The 6,400-square-foot NYC retail space offers an expansive product assortment from all sports categories across Wilson’s portfolio, including the brand’s lifestyle sportswear. The store also features the Thomas E. Wilson Park, an indoor atrium space named after the company’s founder, as well as a range of services including racket stringing, leather ball customization, a golf simulator and glove personalization.
The Thomas E. Wilson indoor gaming space can be transformed to hit tennis balls, demo clubs, play catch, shoot hoops and test out any product the store has to offer. To further celebrate New York City, the atrium also features a graffiti mural by local NYC artist Greg Lamarche.
“We are excited to introduce our premium brand direct retail model providing an immersive Wilson experience through innovative products, constant inspiration to play and sport-specific staff expertise,” says Gordon Devin, President of Wilson Sportswear in a statement. “New York is a priority market for Wilson as we continue to expand our retail footprint globally.”
