The Challenge

Wilson plays in a highly competitive marketplace, with global lifestyle sports brands like Nike and Adidas constantly increasing share and expanding their offering. To be competitive and relevant, Wilson needed bolster the power of its brand. With no online strategy and no cross-category collaboration among its 12 sport categories, Wilson engaged Hanson Dodge to unify its brand position and marketing efforts with brand-level activation that would inspire the next generation of sports enthusiasts to connect with the Wilson brand.

The Solution

The development of the “More Win” position created a platform that could increase the collective power of Wilson’s 12 category offerings. Under this rallying cry, Hanson Dodge helped Wilson create a multi-year brand and digital vision with every component — from launch video, print ads, social, promotions, webcasts, packaging and POS — amplifying the new unifying position.

Additionally, a new Wilson website was developed to unify Wilson’s 12 disparate sport category sites into a single brand site with dynamic user experience, fully supported e-commerce and detailed, best-in-class product pages.

Wilson Website

More Win

The Results

Hanson Dodge's work not only delivered new focus and collaboration across categories, it also created relevance for Wilson's youth and avid player target audiences. Additionally, Hanson Dodge provided Wilson with its first brand- and category-level SEO strategy, training and implementation, as well as its first social promotions with integrated online and offline execution that rendered outstanding results.

"We wouldn't be here today without the help and support of Hanson Dodge. They listen; they have a good perspective on business and brand; they've been invaluable," Chris Considine, President of Wilson Sporting Goods, said.

  • Global Brand

    Aligned Across Categories
  • 40% Increase

    Year-One Web Traffic
  • 60% Increase

    Year-One Search Traffic