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Wilson Sports Goods is expanding its DTC push and has launched a pop-up store and a Tennis Museum at SoHo, NYC. The newly opened museum spotlights Wilson’s tennis journey. The museum showcases his major achievements, including Interracial Tennis Match, 1940. The retail shop includes ventures from his latest sportswear along with limited editioned equipment. Customers can get customized rackets and apparel. Shoppers can also watch tournaments from the second floor of the shop.

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