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Wilson Turns Beijing Into a Belle Epoque Tennis Time Capsule to Sell Heritage Not Hype

Wilson is using its deep tennis heritage as a strategic advantage in China, turning its Beijing “Classics Accompany Time” pop up into an immersive lesson in the sport’s history rather than just another tennis themed backdrop.

Published: May 27, 2026 6:45 AM Updated: Jun 8, 2026 12:32 AM

By Shipra Bohara

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Wilson Turns Beijing Into a Belle Epoque Tennis Time Capsule to Sell Heritage Not Hype

Wilson is using its deep tennis heritage as a strategic advantage in China, turning its Beijing “Classics Accompany Time” pop up into an immersive lesson in the sport’s history rather than just another tennis themed backdrop. In a market where tennis is booming and brands are crowding into the category, Wilson’s focus on provenance and authenticity helps it stand out in a credible, long term way.

A heritage led tennis moment in Beijing The activation is staged by Wilson in Beijing’s Sanlitun, one of the city’s key fashion and lifestyle districts, and runs from 1 May to 31 July 2026.

The concept is to make visitors feel as if they are stepping into Paris’ Roland Garros during the belle époque, connecting Wilson’s current offer to the golden age of clay court tennis. Inside, the “Classics Accompany Time” space uses: Archival storytellingto highlight Wilson’s long standing role in professional tennis.

Retro product displaysfeaturing heritage inspired rackets, bags and accessories. Vintage tennis culture cuesin visuals, materials and set design to evoke early twentieth century clay court atmospheres.

Why heritage matters in China’s tennis boom Tennis participation and fandom have been climbing steadily in China, attracting a wave of brands trying to tap into the sport’s clean, aspirational aesthetic…

Wilson Turns Beijing Into a Belle Epoque Tennis Time Capsule to Sell Heritage Not Hype

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Wilson Turns Beijing Into a Belle Epoque Tennis Time Capsule to Sell Heritage Not Hype

Wilson is using its deep tennis heritage as a strategic advantage in China, turning its Beijing “Classics Accompany Time” pop up into an immersive lesson in the sport’s history rather than just another tennis themed backdrop.

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