adidas
KITH x Wilson
How can the collaboration between iconic brands Kith and Wilson be turned into a celebration that is both emblematic, impactful, and meaningful?
Strategic challenges:
Kith, a premium streetwear brand rooted in urban culture, and Wilson, a historic tennis reference, are coming together to create an exclusive collection that blends heritage and modernity. But how can this collaboration become a powerful cultural moment that goes beyond fashion and resonates with a wider audience?
Response:
To gain depth, this collaboration needed to be part of a committed approach, celebrating tennis in all its facets: its history, social impact, and lifestyle influence.
Rather than a simple product launch, Kith and Wilson designed a two-phase storytelling approach rooted in heritage and experience.
First, a concrete commitment to making tennis more accessible while creating a lasting legacy. In collaboration with Fête le Mur, an association founded by Yannick Noah to democratize tennis for young people in underprivileged neighborhoods, Kith and Wilson funded and led the complete renovation of two courts in Stains, Seine-Saint-Denis. This project goes beyond infrastructure: tennis initiation sessions, equipment donations, and meetings with iconic tennis figures were organized to inspire the next generation.
On the other hand, an exclusive immersion into the world of tennis: In Paris, at the prestigious Tennis de la Cavalerie, a unique event space was created to embody the spirit of the collaboration. This hybrid venue, blending a retro clubhouse with a concept store, allowed visitors to explore the collection, attend masterclasses, and even play on a court designed in Kith and Wilson’s signature colors. Tennis personalities, along with fashion and streetwear ambassadors, helped amplify the event’s reach across social media.
By combining social commitment with a premium experience, this activation positioned the collaboration within a broader movement, where tennis becomes a platform for expression between heritage and contemporary culture.
The case in video :