A refreshed brand identity and digital launch campaign for Wilson Sportswear, developed in tandem with the apparel line itself. Our goal was to challenge the stereotypes around the word "athlete" and lean into the competitive spirit that lives inside us all. The campaign would avoid big names and organized sports, and instead featured everyday people who play for the love.
Brand Design & Copy
Role: Creative Director, BASIC®
Creative Team: Johnny Mabie, Eric Atwell, Brian Merrill, Garret Schauteet