The Evolution “Brand”
Wilson’s Evolution basketball is quietly the best-selling basketball in the US, and we wanted to build a stronger “brand” around the ball itself as Wilson transitioned to a direct-to-consumer model. The Evolution’s popularity isn’t due to marketing, but to a product that the basketball community fell in love with. More specifically, everyone who touches the ball talks about how it has the best “feel” in the game.
So how does a brand embrace a product that does most of the talking for you?
Do less talking, and encourage people to feel it to believe it.
The “Feel. Believe.” moniker has become the platform for Wilson to talk to the avid hooper, who eats, sleeps, and breathes ball. The platform embraces its own unique look, language that’s connected to Wilson’s heritage while embracing a new generation of players.
This platform was key in Wilson’s shift to a becoming a more direct-to-consumer brand, so it was built to translate seamlessly to retail and e-tail environments.
The “Feel. Believe.” platform can also flex to talk about new colorways, limited editions, and even the “Evo NXT” basketball which is an innovate new member of the Evolution family, built on the foundation of the original Evolution ball.
Designer: Mike Greeby
Marketing Director: Amanda Lamb
My role: Copywriter & Brand Strategist