In 2021, Wilson Sporting Goods embarked on a significant milestone by opening its inaugural direct-to-consumer brick-and-mortar retail store. This marked the first time since 1914 that the company showcased its entire range of sports equipment along with its new activewear collection under one roof. This evolution in the business model emphasized the need for consistency across all branded spaces.

This project focuses on developing the DNA of the branded spaces and bringing it to life across various initiatives. Leading the in-house branded spaces team, I facilitated effective collaboration to maximize output. Working closely with the VP of Brand + Creative, we executed brand retail DNA, devised promotional strategies, activated events, launched new retail stores, established brand pop-ups, and fostered collaborations.

Throughout the project, we coordinated with internal teams including retail operations, PR, social media, content, and digital to ensure the delivery of integrated brand experiences while upholding creative integrity.

Presenting creative concepts to senior directors, I ensured alignment with strategic objectives and oversaw external vendors including producers, installers, and construction teams, to guarantee execution across all partners.