Wilson Sporting Goods / Love All
The Task: Build an integrated campaign for the brand’s clothing line that reaches the youth and young adult audience on social media using influencers, organic content, and ads. Turn the Wilson “W” into a badge of honor this audience is proud to wear.
The Work: A playful celebration of the lifelong bonds and sense of belonging that sports bring to our lives. Leveraging the brand’s position as a heritage sporting equipment brand, this campaign empowers young adults to play on and become “forever athletes.”
As Copywriter, I worked with my team at MOJO Ad, Kleos, to come up with the big idea that would form the foundation of our campaign. Over the course of the semester, I wrote copy for video, social, and online executions that embodied the voice of the brand and delivered our concept to the audience. I scripted and planned our pitch to Wilson executives, which you can watch here. Scroll down to read the script and view more campaign materials.
Chosen by Wilson Sporting Goods as Best Overall Pitch
“Kleos had a great pitch which was not only engaging but also intuitive. Their presentation captured the audience, communicating clearly and pointedly, and their team executed seamless storytelling in explaining how they came to their conclusions from research and insights.”
-Wilson Marketing Executive
Brand Strategy / Crossing the Fault Line
Our secondary research told us that there’s something called a “fault line” in the lives of athletes. This fault line is reached just at the transition between high school and college, where young adults are choosing whether to continue playing sports as a part of their increasingly busy schedules. Unfortunately, this is the point where sports just don’t make the cut for many in this age group.
This fault line is what’s preventing them from becoming the “forever athletes” the brand currently targets. Yet, when sports drop out of their lives, young adults still find themselves craving the fun, socialization, and sense of purpose that they once had.
Target Audience Profile
Active Connection Cravers (ACCs), aged 18 to 24, are navigating transitions into college or recent graduation, seeking belonging and reminiscent of their team-based childhoods. While no longer identifying as "athletes," they maintain an active lifestyle for mental and physical well-being, yearning for a supportive community akin to their youth sports teams. They prioritize comfort and quality in athletic apparel, integrating it into daily wear amidst their busy schedules. As digital natives, they rely on social media and influencers for trend insights, valuing brands that emphasize quality, transparency, and community engagement.
The Big Idea
Love all is the score at the beginning of every tennis match. It’s zero-zero, a blank slate on both sides of the net. In tennis, love might mean nothing. But our campaign demonstrates that in life, Love, and the sense of purpose, connectedness, and community that sports bring to us is everything.
Research shows that all people need connection and socialization to thrive. Sports fulfill this crucial need for connection through the strong bonds present in team dynamics – not just for players, but for everyone rooting for a team.
The Love All League
Just as Active Connection Cravers are on the brink of the faultline, they'll encounter the Love All League, a collaboration between Wilson and IMLeagues, an online intramural sports signup portal widely used across colleges and universities. Research indicates a growing participation in intramural sports among college students, presenting significant potential to engage ACCs through this partnership. Scaling this nationwide, the partnership offers a considerable opportunity to connect with ACCs, further amplified by our campaign's incentives for participation.
Wilson Captains
The Wilson Captains initiative aims to empower emerging campus leaders to foster authentic sports-centered communities that resonate with ACCs. These nano-influencers, carefully selected based on their involvement in campus activities and social media reach, will receive incentives like exclusive training and premium Wilson swag. Captains leverage their influence to promote the Love All League and drive awareness through campus events and social media engagement, ultimately strengthening the Wilson community nationwide.
The Love All Website
The Love All Drop
Featuring comfortable athleisure suitable for everyday wear, the line includes high-quality basics in classic colors with the signature Love All patch and tagline, "worn with love," emphasizing the enduring quality and community ethos of Wilson Sportswear. Additionally, a collection of patches celebrating sports communities will allow ACCs to personalize their apparel, fostering a sense of belonging and camaraderie within the Love All team. Through paid Instagram posts and a focus on community-centric imagery, the campaign aims to resonate with ACCs and reinforce the brand's values of inclusivity and passion for sports.
