FUELING THE NEXT GENERATION OF LEGENDARY.

Team

Executive Creative DirectOR | Jeremey Watson
Creative DirectOR | Naotaka Aogaki
SR. ART DIRECTOR | RUSSEL BALTES
SR.COPYWRITER | KEVIN gRANATO
Videography & MOTION | Woodwork.NL
ProducTION | M.E BARKER

Campaign Objective

Rebranding Wilson Labs: Elevating Innovation

In 2024 Wilson aimed to redefine Wilson Labs, the innovation arm of Wilson, with a focus on elevating its global presence and impact. Our objectives included positioning Wilson as a leader in sports innovation, closing Wilson Labs knowledge and awareness gaps, elevating affinity toward Wilson Labs with consumers, and increasing brand equity of Wilson Labs. We also aimed to carry through our "what if" positioning and Labs essence. To achieve this, we created a timeless brand identity that celebrates 120 years of expertise, reflects a future-forward mindset, and embodies creativity, curiosity, and the boundless possibilities of the future. Through this rebranding effort, we successfully elevated Wilson Labs and solidified the brand's leadership in sports innovation.

CREATIVE DIRECTION

MOODBOARD

CREATIVE DIRECTION

ESSENCE STATEMENT

Deep within the white walls of a futuristic accelerator of innovation, the engineers of Wilson Labs toil away at dreaming big about all the elements that are made to elevate  the sports we play in. Precision, power, feel and control are stewed upon and tested at  the most micro and macro levels. And at a broader level, the mindset is that we’re the epicenter of “What if?” knowing that without risk, innovation is not possible. So that anything we create has a pathway to transform the world for good, going from lab to the athlete’s hand, body and mind like pinpoints on a map, its effect felt across the globe.  The essence of the aesthetic follows, resulting in a highly technical feel grounded by  real world court and hardgood elements. Surreal, yet authentic to the sports we live  and breath in.