In the hearts of tennis enthusiasts worldwide, Wilson has always held an almost legendary status. Over the past 110 years, Wilson has specialized in professional sports equipment, particularly in ball and racket sports. Many top athletes, including tennis legend Roger Federer, have shown unwavering loyalty to Wilson tennis rackets. However, for a broader audience of sports fashion consumers, this name might still seem unfamiliar.
When Chinese tennis player Zheng Qinwen won the gold medal in women’s singles at the Paris Olympics, using a Wilson racket, the brand gained significant exposure, drawing more attention from the public.
Gordon Devin, President of Wilson Sportswear, enthusiastically shared with Luxe.CO: “When I first joined Wilson a few years ago, working with the company’s board and owners to assess the business, I never expected that young girls would discover and fall in love with Wilson. But that’s the reality today—it’s truly astonishing!”
Gordon Devin is responsible for establishing Wilson’s retail and e-commerce businesses, as well as propelling the brand into a new phase of development by creating apparel and footwear lines. Before joining Wilson, he served as CEO of Los Angeles-based activewear brand Spiritual Gangster, Global Senior Vice President and General Manager of Merchandising at Lululemon, and Managing Director of Ralph Lauren in Australia and New Zealand. His career began at Canterbury, the world’s oldest rugby jersey manufacturer.
Currently, Wilson, along with two fast-growing outdoor brands—ARC’TERYX and Salomon—are part of Amer Sports, a subsidiary of Anta Group.
Gordon Devin joined Wilson in 2020, leading the company’s efforts to establish its retail business. In 2021, Wilson launched its sportswear line, marking the brand’s transformation from a sports equipment manufacturer into a lifestyle and sportswear brand.
On September 29, Wilson opened its first store in Chengdu’s Taikoo Li, where Gordon Devin granted an exclusive interview to Luxe.CO inside the new store. He shared his thoughts on his visit to China and Wilson’s ambitious growth plans.
This year, Wilson opened 24 new stores in China (including both directly operated and franchise stores), and Devin revealed that many more are in the works.
When asked about Wilson’s goals for the Chinese market, Devin replied without hesitation: “If I ask any consumer anywhere in the world: ‘Hey, tell me a tennis brand!’ they would say: Wilson! Yes, that’s our goal!”
On social media, Wilson’s tennis rackets, tennis skirts, and small tennis-themed accessories have gained significant popularity among young female consumers.
1. “We Aim to Be the World’s No. 1 Tennis Brand!”
This was Gordon Devin’s first visit to Chengdu, though he noted, “I’ve been to China many times, mostly to big cities.”
“Chengdu is a beautiful city with a strong outdoor sports atmosphere. It’s vibrant! The people here seem so happy, and the vibe is great. It’s lovely!”
Gordon Devin, who resides in Los Angeles, enjoys playing tennis and skiing in his free time, especially tennis with his wife, who is also a corporate executive. He maintains an active lifestyle even when traveling, having just visited the gym that morning.
Devin describes himself and his colleagues as a group of “failed athletes.” Although they didn’t become professional athletes, their long-term sports habits have shaped their optimistic outlook on life.
“We all grew up playing sports, but our skills weren’t quite enough to turn pro. Now, we live the lives of athletes through our work in the industry!”
“We bring a sporting attitude to raising our children, to work and our careers, and to life in general. We work out together, we play sports together—it’s a privilege. I work hard, and I play hard.”
During the video interview at the new store in Chengdu, surrounded by a wall of Wilson tennis rackets, Gordon Devin shared Wilson’s ambitious vision of becoming the No. 1 tennis brand globally.
He excitedly showcased a racket, saying, “This is a professional tennis racket that has won more Grand Slams than any other! You may not be able to see the details clearly on screen, but it’s truly beautiful! The wall of tennis rackets behind me is even more stunning than a wall of luxury handbags!”
The Wilson Lounge area inside Wilson’s Southwest flagship store.
Why Focus on Tennis?
As tennis tournaments become more widespread in the Chinese Mainland and more Chinese tennis players gain prominence, tennis has rapidly grown in popularity in recent years, particularly among high-net-worth individuals and well-educated young people.
Gordon Devin excitedly stated, “I was lucky enough to witness the rise of yoga and fitness about 10 to 15 years ago. Now, the same thing is happening with tennis!”
On one hand, tennis boasts a considerable number of participants. According to the International Tennis Federation’s (ITF) 2021 Global Tennis Report, China’s tennis-playing population is around 20 million, making it the second largest in the world.
On the other hand, tennis stands out from other sports due to its elegant and fashionable nature, creating a larger market for apparel and footwear.
“I love tennis because it has its own style,” Devin said. “Even if someone doesn’t play tennis, they can still imagine what it looks like. That’s the essence of tennis—it’s not just a sport; it’s a lifestyle, a style, and it’s global. From a fashion perspective, it’s amazing!”
Wilson’s specially designed professional tennis dress for Ukrainian tennis player Marta Kostyuk, named The Marta Dress.
Gordon Devin described tennis as a sport that combines health, social interaction, fun, and gender equality. “It is the only sport where elite female athletes earn the same as elite male athletes. As a father of two girls, I find this statistic incredibly impressive. Globally, the gender ratio in tennis participation is quite balanced, which is rare for competitive sports.”
“Imagine if you had all the time and money in the world—what would you want to do? You would want to be healthier, happier, and more social, spending time with friends. While doing that, you would also strive to be your best, to keep improving, and to excel.”
“All of these factors show me that we have a long road ahead in our journey, not just in China but globally as well. This is a very exciting and attractive prospect for us, and that’s why I’m here.”
Why Is Wilson Confident It Will Become the No. 1 Tennis Brand?
“Our most recognized sport worldwide is tennis, and that’s where we started,” Devin explained.
In 1914, the same year Wilson was founded in Chicago, the brand launched its first tennis racket, which was made of wood at the time. In many ways, Wilson’s history is a tennis history.
Historical cover of Wilson’s product catalog.
In the early 1980s, the iconic Pro Staff racket was introduced, becoming a favorite of tennis legends Pete Sampras and Roger Federer.
In 2007, Serena Williams and Roger Federer used the [K] Factor® racket to win the Australian Open.
By 2018, Federer had claimed 20 Grand Slam titles using a Wilson racket. He has been partnered with Wilson for over two decades, and in August of this year, they launched the latest collaboration series, RF01.
Wilson is also the official ball and stringing partner for Roland-Garros (the French Open) and the official ball supplier for the US Open and the Shanghai Rolex Masters.
Federer and Wilson collaborated to release the RF01 series equipment.
Devin emphasized, “Wilson rackets help athletes perform better. Our uncompromising commitment to both performance and aesthetics is part of Wilson’s DNA.”
As a specialist in sports equipment, Wilson was also the official ball supplier when the NBA was founded. Devin used basketball as an example to explain why Wilson’s tennis rackets can rival luxury handbags.
“Sure, it’s just a basketball. But to make one suitable for competition, it must be 100% leather, handmade, and meet very high technical standards. Only a few companies can do that.”
“If you’re a basketball player, you can appreciate its beauty. For top athletes, certain details matter. Visiting the factory where it’s made is like a fashion lover visiting Louis Vuitton’s factory—you can feel the passion, the care, the attention, the craftsmanship, the materials… all these extraordinary elements.”
Luxe.CO: If you were to describe Wilson with a few key words, what would they be?
Gordon Devin: Authentic, tennis, performance, beauty, and fun.
Yes, sports are about fun. If you’re not enjoying playing with our products, then return them. Tennis is a game, and even if you reach a high level, it’s still a game. If it’s not fun, then you should do something else.
Wilson’s philosophy is to make the world a better place through sports.
Luxe.CO: What challenges does Wilson face in becoming the No. 1 tennis brand in the Chinese market, and what are its advantages?
Gordon Devin: The challenge is that Wilson doesn’t yet have a high enough level of brand recognition in China. There’s also fierce competition from other major brands.
Our advantage lies in our long history and tradition, something other brands don’t have. I believe this will be our secret weapon in the Chinese market, helping new customers discover and fall in love with us.
If you know that we’ve been at the forefront of some of the world’s leading sports events and have created many great sports moments over the past century, that’s a kind of brand recognition. Even if you don’t know those details, when you walk into our store, you can still feel and understand it.
In some key cities in China, consumers already regard Wilson as the No. 1 tennis brand because they’ve seen our stores, our athletes on the courts, and the Olympic gold medals. We’re on track to achieve our goals.
Luxe.CO: Wilson has expanded from tennis equipment to tennis apparel. What was the motivation behind this move, and how is it progressing?
Gordon Devin: Although Wilson has been successful in the industry and has a 110-year history, I believe we’ve barely scratched the surface of its potential. That’s what we’re working on now.
Wilson is already No. 1 in tennis rackets globally. However, the market for rackets is much smaller than that for apparel. Our future focus is on how to encourage our sports enthusiasts to purchase our products more frequently.
Women’s tennis skirts have already become our best-selling product in our stores worldwide.
Anything worth doing isn’t easy. But in my experience managing multiple companies, I’ve never seen such a positive and rapid response from consumers.
2. “China Has the Best Retail Experience in the World! Wilson is Keeping Up”
When discussing his impressions of the retail environment in China, Gordon Devin expressed admiration, saying, “China has the best retail experience in the world! Large, beautiful stores are very common.”
“I am very particular; I like order and detail. I value people who are truly passionate and pay attention to details. When I visit stores in China, I notice how much people care about the presentation of retail spaces.”
Wilson’s Southwest flagship store in Chengdu’s Taikoo Li attracted attention even during its construction phase, with a striking pink flower-adorned facade that caught the eye.
The new store was designed by renowned architect Shuhei Aoyama, who gained popularity for his work on the “Nanluoguxiang Courtyard Renovation” project featured in the TV show Dream Home.
The space is named the “Bamboo Urban Concept Store,” blending Sichuan culture with the aesthetic of an American tennis club. It is divided into eight distinct areas, including a terrace garden and a café.
On the opening day, the store launched a Chengdu city-exclusive tennis racket, featuring ink bamboo designs on the racket and bag.
Wilson currently operates 27 official stores in China (excluding tennis and basketball specialty stores), with most locations concentrated in major cities like Shanghai, Beijing, and Shenzhen.
Gordon Devin shared, “This year, we’ve opened 24 new stores in China, with many more planned before the year ends. This is just the tip of the iceberg. In fact, we’ve only been in the retail business for two years, and we’re sharing our brand in new ways.”
“I love the retail experience in China, and I would be delighted to bring it to other parts of the world.”
Luxe.CO: What is Wilson’s customer profile, and are there any differences between consumers in China and the U.S.?
Gordon Devin: In the U.S., when customers walk into a Wilson store, they often say, “Hey, I know Wilson, but I didn’t know you had stores,” or, “I know Wilson makes tennis rackets, but I didn’t know you had so many apparel, shoes, and accessories.”
In the U.S., people have been playing tennis for a long time. Sixteen-year-olds, sixty-year-olds, and professional athletes all love Wilson. They come with knowledge and expectations that go beyond the products. In the stores, they’ll talk to me about their first memories of playing tennis or how they received their first Wilson racket from their mom or grandfather. It’s quite beautiful—sports are emotionally charged.
In China, the situation is different, as not as many people are familiar with Wilson. But now, more and more people are saying, “I think I’ve heard of this brand. Is it the one I saw at the Olympics or at the nearby tennis court?” Then, when they walk into the store, their reaction is the same as in the U.S.—they say, “Let me check out these great products.”
What’s also incredible is many young women in China have discovered Wilson and fallen in love with it. It’s unstoppable! In Wilson’s history, there has never been any indication that young female athletes would become such passionate fans of our brand.
Luxe.CO: What kind of marketing strategy will Wilson adopt in China?
Gordon Devin: Whether it’s in our stores or through marketing campaigns, our brand philosophy is led by a direct-to-consumer (DTC) strategy, meaning we engage directly with communities.
We don’t tell consumers what they should buy. Instead, we promote sports, help people get into tennis, and support them in becoming better athletes. We bring people together through communities, connecting consumers to courts and linking athletes to coaches. We understand athletes, we listen to and inspire them, and we ultimately build genuine relationships between them and the Wilson brand.
In China, we’ve established the ACE GIRL community, which focuses on young female tennis players.
We plan to invest heavily in communities and let them lead the brand’s development, rather than us telling consumers who we are. Of course, products and stores play a role in this process.
Additionally, we’re collaborating with some elite athletes in China, and we aim to deepen our partnerships with even more top athletes in the future.
3. “For Wilson, the First Century Was Just a Warm-Up”
According to Amer Sports’ Q2 2024 financial report, Wilson’s brand within the ball and racket division has returned to growth, with a strong performance expected in the second half of this year.
During the 2024 Shanghai Rolex Masters, Wilson opened a pop-up space at Zhangyuan, Shanghai.
In July this year, Wilson held a special exhibition in Shanghai titled “Defining the Future of Classics,” celebrating the brand’s 110th anniversary.
Throughout its history, Wilson has made a mark in numerous ball sports, designing top-tier equipment for athletes and witnessing many sporting miracles on the field.
Gordon Devin explained that Wilson currently focuses on five core sports categories: tennis, football, rugby, baseball, and golf, although the popularity of these sports varies in different markets around the world.
“Once we achieve our goal of becoming the No. 1 tennis brand, we can continue down this path to realize similar success in the other four sports.”
Since 2021, Gordon Devin has led Wilson’s launch of its sportswear line, which he describes as “just the beginning.”
“We are also focusing on footwear, which is an emerging category in the accessories business. After completing our offerings for men and women, we can also expand into children’s products. This is our category expansion strategy.”
He described Wilson’s past century as a “warm-up,” with much untapped potential ahead.
“By creating the best sportswear, the best sports accessories, and the best sports shoes, we will define Wilson’s next century.”
“No one can say for sure what new innovations we will bring…just like this store I’m in today, which is one of our key steps toward the future.”
Luxe.CO: How does Wilson incorporate aesthetics or fashion into its sports products?
Gordon Devin: Sports brands and fashion brands follow different paradigms. Wilson’s approach is to achieve a solution that compromises neither. We aim for extreme athletic performance while also not compromising on aesthetics and craftsmanship.
We have some of the best employees who, like me, see Wilson’s potential. We actively collaborate with other brands and have a team of athlete advisors, including some of the greatest tennis players. In the apparel field, we maintain the same attitude, working with talented designers, such as our design consultant from the New York streetwear brand Kith.
Our DNA is rooted in technology and performance, and our partners help take us to the next stage. That’s how we achieve both performance and aesthetics.
Luxe.CO: How should a sports brand communicate its history and heritage to consumers?
Gordon Devin: Heritage is a common trait of all great luxury brands, and Wilson’s DNA has similar characteristics. Through our products and equipment, we bring innovation to sports, enabling every sport and athlete to perform better with Wilson. This DNA has built our present and will continue to drive us in the future.
We need to ensure that this brand DNA is present in everything we do, whether it’s in our retail stores, tennis rackets, tennis skirts, or sports shoes.
| Image Credit: Wilson, Wilson Weibo and Xiaohongshu accounts, CCTV News official Weibo account
| Editor: Zhu Ruoyu
