Shopper Marketing - April 2016 - 20


PROGRAMS

Wilson's Connected
Basketball Attracts 'Techies'
Motion-activated LED displays give innovative sports product
an in-store presence
By Neal Lorenzi

ChiCago - Wilson Sporting Goods'
Wilson X connected basketball is
not your father's basketball. It features a smart sensor that tracks
shots and provides players with
feedback on their performance.
Specifically, it tracks makes, misses
and shot range, so players can analyze the data to improve their game.
The sensor connects wirelessly with
a Wilson X app via Bluetooth.

A high-tech display
introduces the high-tech
basketball to shoppers.

When it came time to develop an in-store display, Wilson Sporting Goods wanted something
that reflected the high-tech aspects of the product. To that end, the company worked with Concept Designs, Palo Alto, California, to create a
display featuring motion-activated LED lighting
20

y SHOPPER MARKETING APRIL 2016

effects that call attention to the product while reinforcing its advantages.
"The Wilson X connected basketball
is an innovative
product that needs
a comparable hightech, modern look
and feel to its presence in-store," says
Nick Gonzales, Wilson product marketing manager.
"The display we created with Concept
Designs communicates all the important technical features of the
product, and does so in the sleek, 'techie' and
contemporary tone that Wilson X embodies."
The Wilson X is designed for teenage basketball players who want to improve their clutch
shooting skills and game-time confidence. The
product display was designed to "talk to" these
teenage hoopsters as well as their parents.
"We knew that Wilson X would be a highly
researched item; it's not an impulse purchase,"
Gonzales says. "The display needed to stop peo-



Table of Contents for the Digital Edition of Shopper Marketing - April 2016

Contents
Shopper Marketing - April 2016 - Intro
Shopper Marketing - April 2016 - 1
Shopper Marketing - April 2016 - 2
Shopper Marketing - April 2016 - 3
Shopper Marketing - April 2016 - Contents
Shopper Marketing - April 2016 - 5
Shopper Marketing - April 2016 - 6
Shopper Marketing - April 2016 - 7
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