As Wilson prepared for their first ever direct-to-consumer retail store, they seized the opportunity for a short-term lease next to their would-be NY Flagship at the corner of Houston and Broadway.

This pop-up activation was meant to live over the span of 6 weeks from mid to late summer to generate buss for the new permanent retail space next door, as well as celebrate the US open. In addition to featuring the new Wilson sportswear line,
the activation was made up of:

A hall of fame gallery wall with rackets of Wilson players over the last 100 years
An optic yellow tennis moment
A KITH + Wilson racket launch
A Wilson Tennis sustainability exhibit
A history of Pro Staff exhibit
An exhibit featuring how rackets are made

After the US Open wrapped in September, the pop-up was flipped within a few days with all new graphics and products to the Wilson : Official Ball of Everything pop-up. It remained as this pop-up until early Jan when the flagship store opened next door.