Wilson Sporting Goods

Problem:

• Female athletes lack representation in sports marketing that celebrates both individuality and team spirit.

• Wilson’s premium equipment is underutilized in emotionally connecting with this key audience.

• Competitors are leading in engaging demographics.

Insights:

• Female athletes seek brands that empower self-expressions while reinforcing team camaraderie.

• Confidence comes from having equipment that fuels performance and supports their unique journey.

Solution:

• Launch the "Own the Game" campaign to position Wilson as the brand that empowers female athletes to OWN IT—embracing individuality and teamwork.

• Leverage bold visuals, athlete stories, and social media to:

  • Inspire and engage female athletes.

  • Showcase Wilson’s best-in-class equipment.