Leading up to the 2021 US Open, Wilson Sporting Goods has opened a special pop-up store and tennis museum in New York City’s SoHo. Titled “Love All: A Wilson Tennis Experience,” the pop-up pays homage to the brand’s 40-plus years of history in tennis, highlighting legendary athletes and Wilson Advisory Staff members, along with some of the sport’s biggest milestones and breakthroughs. 

Some of the historical milestones featured include Jimmy McDaniel’s first interracial tennis match against Don Budge in 1940, Billie Jean King’s fight for equal rights at what became known as the “Battle of the Sexes” match in 1973, and Serena Williams historic feat as the player to win the most Grand Slam singles titles. King also attended the pop-up opening – she welcomed guests and sat down with Katrina Adams to share stories about her partnership with Wilson and the evolution of tennis over the years.

The pop-up is also a store, where visitors can find the brand’s latest tennis-inspired apparel collection for men and women featuring sweatshirts, tank tops, and skirts. The store also offers a selection of footwear, balls, accessories, and tennis rackets, including limited edition and exclusive items like the Kith x Wilson Pro Staff 97, US Open Clash, and the Blade V8. Visitors can also customize their rackets with a “racket maestro” and try other experiences such as tennis ball art and apparel personalization.

The location also features a ball room and gallery, along with a display called the “Making of a Modern Racket.” On the second floor, guests can enjoy a SkyBox lounge that will host events and tournament viewing. 

Wilson plans on exhibiting the stories of other sports at the location in the coming months, ahead of the grand opening of the brand’s New York City flagship store later this year. The sports label opened its first-ever retail location, called the “Wilson Heritage Store,” in Chicago in July 2021. 

“Love All: A Wilson Tennis Experience” is located at 594 Broadway. To learn more about the pop-up store and museum and upcoming events, visit Wilson.com and the brand’s social media channels.