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Campaign Imminent: Wilson launches new athletic wear, surpasses FY TV, digital spend
Wilson Sporting Goods made its first foray into sportswear a year ago and has now launched a tennis-inspired apparel line that modernizes its heritage. The launch comes alongside the release of a Clay + Felt magazine that includes homages to Wilson's sportswear and tennis legacy, along with photos of the latest apparel collection, equipment and editorials by tennis stars like Billie Jean King. More apparel will drop this summer, timed with the US Open, which Wilson has supported as the Official Ball and Racket Stringer for 40+ years. The collection will be available at the company's brick-and-mortar stores and online. I expect to see promotional activity around the launch, so sellers able to offer high-ROI strategies among athletic consumers should get in touch soon to offer relevant ad space.
Since the beginning of 2022, iSpot reports Wilson has spent approximately $26.1k on national TV commercials, already almost double the approximately $14.3k it spent in all of 2021. It had spent approximately $65.4k on this channel in 2020. Wilson's 2022 commercials have unsurprisingly targeted golf (and other sports) fans watching shows such as LPGA Tour Golf, the AVP Pro Beach Volleyball Tour, PGA Tour Golf, Golf Today and PGA Tour Champions Golf.
Per Pathmatics, the company has allocated roughly $356.8k toward digital ads YTD, already 34% more than the roughly $266.3k it allocated in all of 2021. In 2021, Wilson's estimated full-year spend ($266.3k) was down 23% from that of the $345.2k in 2020, but spend has obviously picked back up. So far this year, the company has earned around 39.9m digital impressions via desktop display (56%), mobile display (28%), Facebook (15%) and Instagram (1%) ads. This year's desktop display ads have been placed site direct onto nba.com (45%), nfl.com, bleacherreport.com, ncaa.com, cbssports.com and slamonline.com.
As I briefly mentioned, Wilson typically targets athletic types. Its ads are geared specifically toward men, and its ad targeting suggests a millennial and Gen-X target demographic skew as well. According to Kantar data, the company also invests in OOH, radio and local broadcast, though its overall spend in these channels is dropping. National TV and digital spend show no sign of slowing down anytime soon, so sellers should contact sooner rather than later.
Agency & martech readers - I don't see any glaring signs of upcoming agency reviews here right now, but keep Wilson on your radar for future project-based work. around a year ago, and Wilson has an in-house media team.