NFL Star Russell Wilson's Brand Sews Up $100M in Kids Sportswear Sales

Russell Wilson, a 5-foot-11 quarterback, has defied expectations throughout his career. Despite being a third-round pick in the 2012 NFL draft, he led the Seattle Seahawks to multiple playoff appearances and a Super Bowl win. Now in his 14th season, Wilson is playing for the New York Giants on a one-year contract. Despite leading the league in passing yards, fans are calling for him to give up his starting spot to rookie Jaxson Dart.

Wilson is also a successful entrepreneur, co-founding 3BRAND, a company that surpassed $100 million in sales in 2024. He ranks 49th on Forbes' list of highest-paid athletes, earning $53.6 million in the past year. Apart from 3BRAND, Wilson has founded or invested in various companies, including West2East Empire, Why Not You Productions, and Limitless Minds.

3BRAND, co-founded by Wilson and his wife Ciara, sells workout clothes for children. The brand's logo, designed by Wilson, symbolizes momentum and aims to inspire the mind, body, and soul through sports, music, and fashion. The clothing line debuted in 2021 and now offers over 100 items, primarily sportswear, with prices ranging from $20 to $65.

The company focuses on online distribution, partnering with retailers like Macy's, JCPenney, and Nordstrom Rack. 3BRAND also has a presence in 150 Dick's Sporting Goods stores. Wilson's business advisor, Dave McTague, emphasizes the importance of product marketing and distribution strategies in the competitive sportswear market.

Despite challenges in the sporting goods industry, including declining sales and increased tariffs, 3BRAND aims to differentiate itself through innovation. Wilson's collaboration with Nike and the brand's emphasis on quality and accessibility set it apart. The company is looking to expand internationally and potentially introduce products for adults while maintaining its focus on children's apparel.