US-based sports equipment manufacturer Wilson has opened a pop-up museum and retail location in New York City.
The opening comes ahead of this year’s US Open, which is scheduled to take place from 30 August to 12 September in Flushing, Queens.
The pop-up store will allow guests to purchase goods from Wilson Sportswear, including its tennis-inspired apparel collection for men and women.
It will also offer a curated assortment of footwear, balls, accessories and tennis rackets, including exclusive products such as the Kith x Wilson Pro Staff 97, US Open Clash and Blade V8.
In addition to selling merchandise, the store features a ‘racket maestro’ offering racket customisation, tennis ball art and apparel personalisation.
A museum titled ‘Love All: A Wilson Tennis Experience’ will exhibit Wilson’s connection with tennis, highlighting athletes and Wilson Advisory Staff members, as well as milestones in the tennis innovation journey.
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The location will also feature a ball room and gallery featuring select Wilson hard goods and a display outlining the making of a modern racket.
In a statement, Wilson said: “The Wilson pop-up museum is just the beginning for the long-standing leader in sporting goods in New York.
“At the museum, Wilson will exhibit the stories of additional sports ventures in the coming months, all leading up to the grand opening of the NYC Wilson Flagship Store later this year.”
Last month, Wilson opened its first retail location, dubbed the Wilson Heritage Store, in Chicago.
Although the brand only recently started opening physical retail locations, it has hosted dynamic pop-up stores at sporting events like the Super Bowl, College World Series and US Open for many years.
Over the next few months, Wilson plans to continue its direct-to-consumer expansion by opening flagship stores in New York, Los Angeles, Beijing and Shanghai.