Wilson Work Share
A legendary sports brand raises copy quality while reducing internal workload
Services
Product copy creation
Talkoot data integration
Chicago-based Wilson Sporting Goods Company dominates sports as a leading manufacturer of professional equipment for tennis, golf, baseball, basketball, American football and more. Wilson initially approached Thread to tell their product stories — the last chance to engage with people before they make an online purchase.
Wilson needed relief from a major internal pain point: their product managers were tasked with writing their own product copy, which led to overwhelm and uneven copy quality.
Thread’s producers took over the data handover and project management, freeing up Wilson’s internal teams while raising the overall quality and consistency of their product stories across the brand.
Once Thread’s team had Wilson’s product stories locked — from collections and design inspiration to proprietary technologies and sustainability practices — that expertise made it easy to step into other projects for the brand, including campaign concepts and naming.
product copy example
AVP OPTX Grass Game Volleyball
Grass volleyball comes with its own quirks, culture and requirements. So it’s only natural that it gets its own ball. This Wilson volleyball is designed for grass players of all kinds, whether you’re new to the team or already have hard-line opinions on what to pack in the cooler on game day. It’s the official ball of AVP grass tournaments, designed with a neon pattern for easier spin detection, day or night.
product copy example
PRO STAFF 97 V14 TENNIS RACKET
If you’re strong enough to handle this racket, the payoff in power is huge. The Wilson Pro Staff 97 V14 is a precision-oriented racket ideal for advanced players. Slightly lighter than the Pro Staff RF 97, it still has a high weight that’s concentrated in the handle. Designed with Paradigm Bending technology to optimize the bending profile between the shaft and hoop, this racket offers precision and pinpoint control. We arranged the double braid at 45-degree angles, allowing the frame to breathe more upon impact. This increases dwell time while maintaining the stability responsible for the classic Pro Staff feel.
product copy example
MIDTOWN TENNIS DRESS
Great on their own. Magic together. The Wilson Midtown Tennis Dress is a combo of two fan-favorite styles — the Midtown Tennis Skirt and Everyday Brami. Up top, you get all the comfort of a built-in shelf bra and quick-dry material. On the bottom half, a seamless liner short is paired with a light, pleated skirt to give you ball storage and an easy-moving feel. It’s the ultimate tennis dress, ready to serve, play and win with style.