DYNAPWR 2025 Launch
Wilson Sporting Goods Co.
By all accounts, the relaunch of DYNAPWR in 2023 was a resounding success. The metalwoods’ impressive range and exceptional performance left many reviewers speculating about Wilson’s potential change in trajectory.
Fast forward to 2025. The DYNAPWR family has expanded even further, introducing three drivers (LS, Carbon, Max) and a second group of fairway woods and hybrids. To cater to a wider range of skill levels, Wilson also designed a second, more forgiving club—the DYNAPWR Max—alongside the original iron from two years before.
Marketing had a distinct vision for this year’s launch. While the Big Five often adopt a darker, more futuristic aesthetic that reflects their heavy technology focus, DYNAPWR opted for a minimalist approach. This decision avoided overwhelming customers with excessive data and allowed the clubs’ designs to speak for themselves. By aligning the lifestyle visuals from Wilson’s “Play Original” campaign with the aspirational tone the brand sought to establish, the move prioritized a longer-term brand strategy rather than focusing on simply selling units.
wilson.com
collaborators
Marketing Markus McCaine, Erin Scott, Matt Compton
Project Management Molly Pike, Alec Rosenbaum
Art Direction Jen Braier, Mike Marich
Design Jen Braier, Mike Marich
Copy Kevin Granato
Photography Jon Lopez
3D Nic Campa, INDG
Animation INDG
Retouching Nic Campa
dynapwr launch videos
Similar to the striking effect of INDG’s ball animations, the new DYNAPWR videos utilize a similar vernacular to amplify Wilson’s revised brand & design strategy.
Wilson DYNAPWR | “The Dawn of Different”
Wilson DYNAPWR Drivers
Wilson DYNAPWR Irons
the dawn of different:
family Lifestyle assets
The concept for “The Dawn of Different” emphasizes the opportunity of what a new day can bring a player – a chance to see the game differently than before, to know more and feel more intuitively, to round out their game and be better than yesterday.
