Wilson Sporting Goods has just launched “Always Wilson,” a brand campaign that celebrates the company’s heritage while looking toward the future of sport. The campaign reflects Wilson’s commitment to athletes at every level.
“It begins quietly. A court. A ball. A promise. Carried forward by athletes who push limits, pursue progress and remain true—together. That promise still stands. Always Wilson.”
Visit the Wilson website here.
What “Always Wilson” Represents
The campaign highlights several key themes that define the Wilson brand:
Heritage and Innovation: Wilson has been at the center of sport for over a century, creating everything from the iconic tennis ball to new racquet technologies.
Complete Athlete Outfitting: Wilson is expanding beyond its traditional equipment roots. The campaign features the brand’s “Tennis 360” initiative, which equips athletes from head to hand to toe, racquets, apparel, footwear and accessories all designed to work together.
For Every Athlete: Rather than focusing exclusively on professionals, “Always Wilson” is about athletes who play for the love of sport, whether they’re competing at the US Open or their local club.
The Tennis 360 Program
Central to the campaign is Wilson’s Tennis 360 athlete roster, which launched in 2023 with Marta Kostyuk and has grown to 16 athletes who represent the brand comprehensively. Recent additions include:
- Alex de Minaur (World No. 6) – Now representing Wilson from head to toe
- Karen Khachanov
- Ji?í Lehe?ka
- Anastasia Potapova
- Peyton Stearns
- Alycia Parks
- Victoria Mboko
Each athlete works with Wilson’s product and design teams to create customized kits tailored to their exact needs, while also supporting research and development for new launches.
“Wilson has been part of my tennis journey since I can remember,” says de Minaur.
Performance Meets Style
The campaign shows Wilson’s renewed focus on apparel, which has nowadays become a major part of their identity. Their tennis sportswear mixes technical performance with traditional tennis style.
The new campaign features new arrivals for both men and women.
Wilson’s Pro Kits, designed for and with Wilson athletes, feature:
- Quick-drying, breathable fabrics
- Ergonomic design that moves with the body
- Minimized seams for comfort
- Technical innovations like seamless cable-knit patterns
Wilson’s Tennis Credentials
The “Always Wilson” campaign builds on tennis heritage:
- Official ball of the US Open since 1979
- Official ball of the French Open since 2020
- 500+ Grand Slam titles won with Wilson racquets, more than any other brand
- Legendary players: Roger Federer, Serena Williams, Pete Sampras, Aryna Sabalenka etc
Performance apparel and equipment featured in the new campaign are available at wilson.com and select retailers such as Tennis Warehouse and Tennis Warehouse Europe.
