WILSON first started in Chicago, Illinois in 1913 as an idea to produce tennis racket strings and surgical sutures with the animal by-products from the company's slaughterhouses. The company currently offers quality products for most ball sports including tennis, baseball and basketball. Unlike rival companies that stress a dynamic or powerful image, WILSON sets itself apart by establishing a brand image filled with friendliness.

We have come to our twenty-first edition.

There are certain terms you come across frequently, such as “brand awareness,” which is the recognition of a brand, or “brand loyalty,” which refers to a consumer having special affection for a certain brand or when that brand is the first thing that comes to a consumer’s mind. The way a consumer feels about a brand can be divided into three stages ― the first is recognition of a brand. Second, when a consumer associates a particular want or need with a particular brand. This reflects the fact that consumers tend to relate brands to certain product categories. The last stage is when a consumer loves a brand. At this stage, the consumer defends a brand despite the company’s mistakes or problems with the company’s products. The majority of brands, however, confuse “recognition” with “loyalty.” They want to believe that their brand is loved by all, even though consumers may just be saying they like the products to be polite.

Normally, my goal is to achieve brand awareness, but I believe a brand should strive to eventually be loved by its consumers. For instance, most people know Yahoo, but they think of Google when it comes to search. Another interesting case is that even though Google products are optimized for Android phones, there are still people who insist on using iPhones, despite their incompatibilities with Google services.

In the past, I spent many years working for Naver, a Korean company services search engine. Naver is now the “top-of-mind” brand for Korean users. During my time at Naver, my team strived to win the hearts of users by distributing free fonts we made and through other marketing activities. But it wasn’t easy to make people love our brand. At times, it seemed almost impossible because consumers were always ready to switch to another search engine if it offered better results and messaging services.

I have now come to the understanding that in order for a brand to be loved by consumers, it needs personality. Humans have emotions, and we are not moved by systems or products that we cannot relate to. A system or product appeals to consumers when they can feel a connection to the passion and devotion of the maker. It is particularly hard for a large company to build this kind of personal connection. Small companies, on the other hand, might have an advantage in this area. I believe that pursuing the love of consumers will provide an occasion for brand owners who previously only pursued profits to reconsider
the reasons why they do business.

The brand featured in this edition is Wilson, a brand that most readers will have encountered whether they are sports fans or not. Wilson has been chosen in a survey as being one of the most “American” brands. In contrast to Adidas and Nike’s sophisticated advertising, Wilson is a brand that people are more likely to encounter at actual sporting events, like a tennis match than in an advertisement. Wilson’s aim is to make products for all sports-lovers, from beginners to professionals. This edition hopes to share with readers how a brand goes from being a “top-of-mind” brand to one that has earned the devoted love of its consumers.

PublisherSuyong Joh


02 Intro

It is excting to think of using the same equipment that professional athletes use during games.

18 Line Up

Wilson makes equipment for ball sports, including racquet sports, team sports and golf.

20 Inner Space

Wilson makes a wide range of products, but there are a few that the company has made its name for.

28 Steps

Wilson strives to achieve a certain level of quality. This quality becomes evident when we compare Wilson products with competing products for the same sport.

32 VS

This section compared Wilson’s main products and its competitors.

36 Big Game Partners

Wilson balls are the official balls of various leagues. The character of these competitions is reflected in their other partners and sponsors.

44 Familiarity

Wilson has a familiar image, which is why it stands out in a sports equipment market that usually focuses on science and technology.

Googling / American Brands / Characters / Supplies

62 Reasonability

With the exception of a few premium brands, most Wilson products are for the amateur sports fans looking for high-quality sports equipment at a reasonable price. This section looks into other sports brands that take a similar approach.

66 Brand to Brand

Items that Wilson fans always have with them when playing sports.

77 B’s Cut

This section observes the way in which Wilson appears throughout the course of an ordinary day.

92 Brand Story

Wilson was started in 1913 as a way to make use of slaughterhouse by-products. It is now an influential sports equipment brand. B took a look at the story behind this transformation.

Wilson Players / Partner Games / Amer Sports

110 Outro

Where there is space, there are sports. Wherever there are sports, Wilson is there.


Suyong Joh

Editor In Chief
Taehyuk Choi

Senior Editor
Eunsung Park
Heeyoung Yoo, Eunah Kim
Styling Editor
Insung Yoo
Guest Editors
Bora Nam, Hyojung Choi, Hyun Son, Seungchul Yang, Yearim Kim, Youngjae Kim, Yuna Lee
Hyeyoung Lee, Nari Park(U.K), Eaji Lee(JAPAN), Sungjoo Kim(GERMANY)
JOH & Company
Branding Director
Chiho Ghim
Ayoon Jung
Hyekyung Shin, Youngmin Kang
Donghoon Shin, Minhyung Kim, Sangkyun Han, Sangmi Ahn, Wooyoung Chung, Young S. Kim
Film Designer
Onedoe Jung
Gieun Lee, Hyunkyung Yoo, Jeanhee Ha, Rancy Kim, Soonok Hwang
Copy Editing
Eugene Larsen-Hallok, Heeyoung Yoo, Joyce Paek
Taewook You
Hyungjin Choi
JOH & Company
Top Process
Printed in the Republic of Korea
978-89-98415-37-2 03050


Official webpage and Facebook account of Wilson
Icons of the American Marketplace: Consumer Brand Excellence
Major League Baseball: An Interactive Guide to the World of Sports
Tennis Magazine
Documentary Film — Venus and Serena

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