by Stephen Garner

For more than forty years, Wilson has been at the center of New York tennis as the official ball and racket stringer of the US Open, and today Wilson Sporting Goods Co. has opened its New York City pop-up museum and retail location, celebrating this historic role.

Located in SoHo, the new Wilson Pop-Up Museum is opening its doors today at 594 Broadway with legendary tennis star Billie Jean King. The pop-up opening precedes the 2021 US Open, which will take place in Flushing, N.Y. from Monday, August 30th to Sunday, September 12th. Titled “Love All: A Wilson Tennis Experience,” the pop-up pays homage to Wilson’s long-standing history in the sport of tennis, highlighting groundbreaking athletes and Wilson Advisory Staff members, and the extraordinary milestones in tennis innovation throughout.

While walking through the museum-like location, guests will be able to experience the brand’s legacy firsthand. The pop-up will also serve as a retail location, where Wilson Sportswear, including its latest tennis-inspired apparel collection for men and women, will be available for purchase along with a curated assortment of footwear, balls, accessories, and tennis rackets – including limited edition and exclusive items such as the Kith x Wilson Pro Staff 97, US Open Clash, and the Blade V8.

The store will feature a “racket maestro” offering racket customization, as well as interactive experiences including tennis ball art and apparel personalization. Once passing through the museum, the location will also feature a ball room and gallery, featuring select Wilson hard goods and a unique display outlining the Making of a Modern Racket. The second floor is an exclusive Sky Box lounge, that will host events and offer tournament viewing.

At the museum, Wilson will exhibit the stories of additional sports ventures in the coming months, all leading up to the grand opening of the NYC Wilson Flagship Store later this year.

Wilson opened its first-ever retail location, a “Wilson Heritage Store,” in its hometown of Chicago in July 2021. While the brand is new to brick-and-mortar, Wilson is not new to retail, having executed dynamic pop-up stores at sporting events like the Super Bowl, College World Series, and the US Open, for decades. Wilson will continue its direct-to-consumer expansion opening flagship stores in New York, Los Angeles, Beijing, and Shanghai in the coming months.