A pop-up at Merci, a presence at Galeries Lafayette, the "The Open Era" collection: Wilson Sport Professionals is rolling out an activation strategy in Paris that speaks about the evolution of sports towards premium lifestyle.

Roland Garros as a brand expression territory

Every year, the Parisian spring turns the capital into a playground for brands gravitating around tennis. Official partner of Roland Garros for balls and stringing since 2020, Wilson is one of the best-positioned brands to capitalize on this moment.

This year, the American brand goes further than simple institutional presence: it deploys two distinct activations across Paris, carried by its lifestyle line.

This dual setup is a reflection of a broader trend in sports trade marketing: the gradual shift from the court to the city, from technical performance gear to everyday staples.

Two activations, two territories

At Merci: the clubhouse as a starting point

The journey begins in Le Marais, at 111 boulevard Beaumarchais. Merci, a Parisian cultural institution well-known for its editorial point of view and creative credibility, is hosting an intimate pop-up dedicated to Wilson Sport Professionals, the brand's premium line. Fine materials, carefully selected furniture, through subtle heritage references: the setup stages Wilson's clay court wardrobe in a clubhouse-inspired atmosphere, designed for long sessions on court and elegance off it. The pop-up runs from May 20 to June 28, 2026.

At Galeries Lafayette Champs-Élysées: the Wilson Tennis Garden

Second stop, different register. At Galeries Lafayette Champs-Élysées, from June 3 to 22, Wilson takes over the atrium with an installation by Atelier Craft titled "Wilson Tennis Garden." The concept draws on French greenhouses and Parisian clay courts, to transform one of Paris's most visible retail spaces into an immersive experience celebrating Wilson's heritage and tennis culture. A high-traffic, mass-audience format that complements the intimate presence at Merci.

The two activations form a single continuous narrative: from refined performance to expressive style, mirroring the emotional arc of the clay court season.

The "The Open Era" collection: the substance behind it

1968, Roland Garros, and the birth of the Open Era

These Parisian activations are built around a precise editorial framework. The Wilson Sport Professionals SS26 collection is titled "The Open Era" and draws its inspiration from a historic moment: Roland Garros 1968, the first Grand Slam to open its doors simultaneously to professionals and amateurs, launching the modern era of tennis. Paris 1968 was also the year of the barricades, of students protests and a symbol of a society in transformation. Wilson reclaims this dual symbolic weight: the opening of the game, the end of boundaries, the rise of possibility.

The collection manifesto is explicit in its stance: "Professional is not a ranking. It is a standard. An accountability to craft, on court and in design."

An aesthetic of restraint

The color palette is built around what Wilson calls "clay and steel": the neutral tones of the renovated Philippe-Chatrier court, steel blues and metallic greys of the new structures, the white of hand-drawn lines. No loud color, no graphic excess. The collection explicitly claims an aesthetic of restraint.

The design references draw from 1960s Parisian couture: Yves Saint Laurent's trouser suits, Pierre Cardin's mini-skirts, Sonia Rykiel's geometric knitwear. Structured silhouettes, precise tailoring & fully fashioned technical knitwear. The key pieces of the collection are the Winning Tennis Dress (pleated knit with integrated support), the Classic Warm-Up Jacket (stretch nylon with UPF protection), the Pro Tour Polo and the Classic Court Short.

Wilson Sport Professionals at the Clothette showroom

Clothette represents Wilson in France across their wholesale network. The Parisian activations around Roland Garros illustrate exactly the kind of impact the line is capable of generating: a simultaneous presence in environments as different as Merci and Galeries Lafayette, sustained by a consistent message and a collection whose storytelling is strong enough to work across both contexts.

Interested? Contact Clothette team.

FAQ: Wilson SS26 and Roland Garros

What is Wilson Sport Professionals?

Wilson's premium lifestyle line, distinct from its technical sports offering. Designed for the court and the city, it combines tailoring, technical knitwear and cultural references drawn from tennis history.

Where can I find Wilson Sport Professionals in Paris during Roland Garros?

The collection is present in a pop-up at Merci (Paris 3rd arrondissement) and in the Roland Garros pop-up stores at Galeries Lafayette Champs-Élysées and Haussmann for the duration of the tournament.

What is the inspiration behind the "The Open Era" collection?

Roland Garros 1968, the first Grand Slam of the Open Era. The collection draws on the aesthetic of 1960s Parisian haute couture and a palette of neutral tones inspired by the Philippe-Chatrier court.

Is Wilson an official partner of Roland Garros?

Yes, Wilson has been an official partner of Roland Garros and the FFT for balls and stringing since 2020.

How can I stock Wilson Sport Professionals in my store?

Through Clothette showroom, the brand's wholesale agent in France, which supports retailers in selecting the collection.