Over the last two years, Wilson Sporting Goods has been expanding its direct-to-consumer presence, opening bricks-and-mortar stores in Chicago, New York City and Los Angeles, as it looks to connect more closely with customers. We recently caught up with the president and general manager of Wilson Sporting Goods, Gordon Devin, to get his thoughts and perspectives on this strategic shift, and to find out what’s next for the manufacturing giant.The mission“Wilson’s mission is to inspire play for athletes at every level. Across sport categories, from professionals to the everyday reational athlete, Wilson’s goal is to enable sport into all aspects of life, regardless of age or skill level,” Devin told Inside Retail.He went on to say that the company is always looking for ways to improve the quality of sport for its consumers, which is why innovation is critical to that goal. “We’re constantly working to enhance the performance of our products, as well as partner with athletes across the globe to gather feedback and continue pushing the future of sport forward,” he added.The company is known for its high-quality sports equipment across various categories, such as tennis, golf and baseball. So, consistency across product development and manufacturing processes is another factor that Devin is laser focused on.“Across all our business categories, we are speaking to athletes, testing new materials and technologies to meet the needs of the greatest athletes on Earth. Designing with that audience in mind is what keeps us consistently at the forefront of the industry,” he said.Sustainability is keyIn recent years, there has been a growing focus on sustainability in the sporting goods industry. According to Devin, Wilson is not only looking at improving its products, but it is also focusing on ethical sourcing and selecting more sustainable materials.“We recently launched Gen Green, which is a collection of sports balls made from preferred materials that do not compromise performance of play,” he explained.In addition to Gen Green, Wilson has products that utilise preferred materials and responsible manufacturing practices, such as racket string made from recycled plastic bottles and Triniti tennis balls, which are designed to exist outside of a pressurised can. “In apparel, seamless technology encompasses 30 per cent of Wilson’s sportswear line. This technology offers improved comfort and fit by eliminating seams, while minimising sewing and cutting, leading to less waste, better quality and extended longevity,” he noted.Partnerships and collaborationsWilson has always had a strong presence in both professional and amateur sports, and its partnerships with professional sporting organisations, such as the National Football League and National Basketball Association in the US, to the French Open, are key to its success.“From our partners at the NFL, NBA, NCAA, AVP to the US Open, French Open and our fabulous Advisory Staff across sports – we are working alongside the best of the best,” he said.Devin noted that the company has also found success in product collaborations, whether that is with Kith or Tiffany & Co. He believes that partnerships and collaborations are a strong way to interact with audiences and engage with Wilson’s target consumer more effectively.Always evolvingIf there is one thing that is constant in life, that’s change. For a company like Wilson, the retail landscape has been constantly evolving, especially with the rise of e-commerce. Omnichannel strategies have become ubiquitous and Wilson is no different in this area.“We are adapting to the ever-changing retail landscape by offering curated, interactive experiences for our customers. All of our stores implement some level of ‘play’ whether that be a basketball hoop, hitting wall, golf simulator or pickleball court,” he elaborated.Devin said that the company’s stores are an expression of a brand that gives athletes an opportunity to test products firsthand. In addition to its physical stores, consumers can find the full assortment of products online too.“We want everyone to live like an athlete – whether they are a professional or beginner, and we have a range of products and experiences for all different levels. We believe everyone has the right to the best quality and well-made equipment,” he stressed.Technology is keyWhen it comes to technology, Devin sees an opportunity for increased integration in sports equipment, as demand for features like data tracking and analysis grows.“Technology is a large part of our product innovation and advancements as a brand. Most recently, Wilson released the Omega Game Football, which features cutting-edge ‘revtech’ by Wilson,” he added. According to Devin, the football, designed for use in gridiron football, has redistributed weight which increases revolutions on every thrown ball, resulting in a faster spin and allowing for less effort to get to the target. “The tech ultimately gives quarterbacks higher accuracy, more velocity, as well as longer distances on throws,” he noted.Devin is excited about increased participation in golf and tennis, the company’s key sporting categories .“We are working with our athletes to keep them on-court year-round with innovations in outerwear and jackets that will come to life in fall 2023.  We are also pioneering in padel, the racket-sport sensation that is booming in Europe and emerging in the US,” he added.He went on to say that the company is working to build padel courts, create game-changing equipment and define the sport’s style in apparel and footwear as well.