Wilson Sporting Goods Company has appointed 72andSunny as its creative agency of record, the agency shared exclusively with Campaign US.
72andSunny will be responsible for leading the sports equipment and apparel company’s brand strategy, starting with a new brand campaign in early 2024. The account will be led by Travis Cross, brand director, 72andSunny and Amanda Lamb, VP of global brand, Wilson Sporting Goods Company.
Wilson chose 72andSunny after a competitive pitch process that included several other agencies. There was no incumbent.
Wilson and 72andSunny declined to share further details on the size of the account in billings. However, 72andSunny’s global chief growth officer, Damaune Journey, said the account is “a significant investment on Wilson’s side and a noteworthy client for 72andSunny.” Independent marketing research company R3 estimates the account to be worth $30 million in billings.
The appointment comes as Wilson seeks to “build a deeper brand equity in sports to drive awareness and sales of its premium performance sportswear line,” according to a statement shared with Campaign US.
The company also wishes to highlight its power in the sports equipment industry. Founded in 1914 in Chicago, Wilson notably makes the official ball of both the Men and Women’s National Basketball Association (NBA and WNBA), the National Football League (NFL) and the U.S. Open, along with other sports leagues.
The win also comes as 72andSunny rounds out its sports expertise, with Wilson joining a roster of sports clients that include the NFL and Under Armour.
“At Wilson, we have a rich history many brands can only dream of having. We are incredibly proud and protective of it, but now is the time to take our brand equity in products, partnerships and player trust and use it to take us to the next stage as a highly desirable sports brand,” Lamb said in a statement shared with Campaign US.
According to Lamb, until now, Wilson’s advertising strategy has primarily focused on striking partnerships with teams and leagues to get its equipment into the hands of athletes.
With 72andSunny, Wilson aims to invest in building its brand by highlighting its long heritage in sports.
For instance, according to the brand, every single point ever scored in the NFL has been with a Wilson football. Wilson is also notably the inventor of the Pro Staff Racket, the Evolution Basketball, The Duke Football, the Wilson Volleyball and the A2000 baseball glove.
In addition to the NBA, WBNA, the NFL and the U.S. Open, Wilson partners with the NCAA Division I Football Bowl Subdivision and the French Open, as well as multiple amateur sports organizations across the nation.
Laura Likos, managing director at 72andSunny, LA, said the agency looks forward to “be part of setting the stage for the next 100 years of growth.”