Wilson Singapore Store Launch
Retail activation and event execution for global sports brand’s flagship entry into Singapore.
Wilson Sporting Goods opened its first Southeast Asian flagship store at Orchard Road, Singapore, a major regional milestone for the global brand. While the branding and campaign materials were led by their global and regional teams, Wilson needed a trusted partner to execute the launch event and in-store activations with precision, scale, and local fluency.
Service
Marketing, Design, Events
Client
Wilson, ANTA
Year
2024
An Event To Remember
The Wilson Project opening was a night to remember, with some of the industry’s most recognisable faces in attendance.
We’re just as excited as you are to see them there!
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The Brief
To mark the opening of Wilson’s first flagship store in Singapore, the brand engaged Crrade to conceptualise and execute an in-store launch experience that would:
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Introduce the Wilson brand and store to Singaporean audiences
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Drive foot traffic and visibility at Vivocity
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Create branded content moments to amplify across social media
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Tie in with the festive season and reinforce Wilson’s premium positioning
Our Insights
Wilson’s presence in Singapore was new, but its legacy wasn’t.
As a global sports brand synonymous with excellence, the Singapore flagship needed to feel like a seamless blend of global prestige and local experience. The key was to:
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Create emotional texture through small, thoughtful details
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Translate the energy of the court into retail space
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Tap into holiday sentiment to extend impact beyond sport
This wasn’t just about tennis. It was about lifestyle, celebration, and storytelling.
The Idea: A Playfully Premium First Serve
We crafted a tennis-meets-hospitality experience, built around the idea of “serving something different.”
From racquet-inspired drinks to a custom-scented clay diffuser door gift shaped like a Wilson racquet, every detail was designed to nod to Wilson’s identity while welcoming guests into a multi-sensory retail world.
Anchored around the holiday season, we also created a custom-designed Wilson Christmas tree installation, combining brand visuals with festive spirit to extend visual engagement and foot traffic throughout December.
The Execution
We managed the end-to-end creative development and execution of the flagship launch campaign, including:
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Event concept development and spatial activation planning
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Custom food and drink curation themed around tennis motifs
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KOL/influencer engagement strategy to amplify social buzz
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Design and production of premium clay diffuser door gifts, shaped like racquets
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Visual merchandising & festive decor, including a bespoke Wilson-themed Christmas tree
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On-site event operations, guest flow management, and brand touchpoint integration
Every element was tied back to Wilson’s brand values, performance, precision, and play.
The Results
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Strong footfall throughout launch weekend, with guests queueing for entry
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Generated high visibility and UGC via influencer posts, reels, and guest sharing
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Created brand-owned content moments that extended beyond the event
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Strengthened Wilson’s position in Singapore as both a performance and lifestyle brand
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Delivered a launch that was visually striking, deeply branded, and seasonally relevant