mojo ad x wilson athletics

the client ask

I was the art director at MOJO Ad, where Wilson Athletics asked us to craft an ad campaign geared towards Gen-Z to generate brand awareness for their new clothing line (NOT their sports gear). They mentioned competitors such as Champion and Lulu Lemon with a brand voice that focused on collegiate youth and those willing to invest in pricier athletic leisure-wear.

Love All

Thus, our team created the Love-All campaign. A play on Wilson’s famous role in the tennis and their companies love of all things sport-related.

“In Tennis, ‘love’ means nothing.

But, at Wilson, love means everything.”

campaign brand standards

creative strategy

new clothing line

Alongside a new logo and brand standards, I worked with the graphic designer to create designs for a new clothing line as well as merch. This also included a design of a pop-up table to sell on college campuses, something more reliable and budget-friendly than an entire pop-up store.

customizable patches

Gen-Z values individuality. In a collegiate and sports focused line, there is no better use of patch work. Not only does this offer possible unique in-store opportunities, but generates further brand awareness opportunities if customers decorate their clothing items with the Wilson patches. This invites consumers to feel apart of the Wilson team, even those that don’t participate in sports after high school.

IMleague partnership and brand ambassadors

Wilson’s greatest barrier for their clothing line was brand awareness. Thus, we recommended they focus on finding ways to make their presence known on college campuses. We recommended they partner with IMLeagues to fund their own sport teams on campuses. To advertise the sports teams, we also recommended hiring on-campus brand ambassadors to create social media content, raise funds, and recruit players.