Wilson

CASE STUDY

Wilson

Bringing clarity
to the complex.

CHALLENGE
With more than 18,000 SKUs across 13 sport categories around the globe, Wilson is an industry leader. But a lack of a consistent naming strategy was holding them back, and adding unnecessary confusion for the retailers, shoppers and consumers they serve.

SOLUTION
Spicefire developed a principle-based, athlete-focused naming process that is intuitive, usable and self-sustaining.  

Now, Wilson can quickly and strategically name new products to be cohesive with the Wilson brand but also specific to the sport and athlete they serve. 
OUTCOME
Spicefire deployed the Wilson Naming Playbook, a comprehensive guide to product naming that gives just the right amount of guidance and flexibility to fit their complex brand and business. Now, the power is in their hands.
Services
Consumer Research / Naming
PROCESS
The Playbook balances guidance with flexibility to give the team the power to name with confidence.