American Advertising Federation Awards - Cross-Platform Integrated Campaign Student Best-in-Show Winner
Challenge: Wilson Sporting Goods is well-known among the Youth and Young Adult market for their sporting equipment, including tennis racquets and basketballs, but was not as well-known for its apparel. Wilson wanted to market their clothing to young adults in a way that would make them proud to wear the iconic Wilson logo as a badge of honor.
Insight: While a large portion of young adults purchase activewear and work out consistently, they do not consider themselves "athletes." We discovered there was a large discrepancy between how professional athletes are celebrated in society and how everyday people celebrate the accomplishments that make themselves proud, and that was a niche that no major sports brands were filling.
Solution: Why should the pro athletes have all the fun? With our campaign, "Wilson Celebrates You," anyone and everyone can be celebrated for the goals and achievements they conquer, on and off the field—gold medal, confetti, standing ovation and all.
