NFL Star Russell Wilson Has Sewn Up $100 Million In Sales Making Sportswear For Kids

Key Concepts

• Russell Wilson: NFL quarterback, entrepreneur, co-founder of multiple ventures.
• ThreeBrand: Children's sportswear company co-founded by Russell and Sierra Wilson.
• Underdog Mentality: Wilson's career theme of defying expectations despite perceived limitations.
• Mental Conditioning: Concept promoted by Wilson's app, Limitless Minds.
• Diversified Portfolio: Wilson's strategy of investing in and founding various companies across different sectors.
• Accessibility in Distribution: ThreeBrand's focus on online sales channels.
• Moisture-Wicking: A technical term for fabric designed to draw moisture away from the body.

Russell Wilson: From NFL Underdog to Entrepreneurial Powerhouse

NFL star Russell Wilson has built a career on defying expectations, a trait that extends from his athletic endeavors to his burgeoning business empire. Despite being a 5'11" quarterback, a size often deemed small for the position, he overcame a slide to the third round of the 2012 NFL draft. He led the Seattle Seahawks to eight playoff appearances in nine seasons and secured the franchise's only Super Bowl win. Even in his 14th professional season, as a 10-time Pro Bowler, Wilson continues to prove himself, currently playing on a one-year contract with the New York Giants. He notably led the league in passing yards through his first two games with 618 yards before being benched for rookie Jackson Dart. This persistent underdog mentality has been a driving force in his entrepreneurial ventures.

ThreeBrand: A $100 Million Children's Sportswear Success

Quietly, as a co-founder with his Grammy award-winning wife, Sierra, Russell Wilson has built ThreeBrand, a children's sportswear company that surpassed $100 million in sales in 2024 and generated over $70 million in the first half of 2025. The idea for ThreeBrand originated five years ago at their Los Angeles home, as Wilson watched his son, Future, play with a football, the day before the birth of their son, Win. Inspired to create something for children, Wilson hand-drew the brand's logo, which transforms his initials into a lightning bolt, symbolizing momentum. The name "ThreeBrand" was chosen to reflect how sports, music, and fashion can inspire the mind, body, and soul.

The clothing line debuted in June 2021 with a 40-piece collection and expanded its lineup two months later. Today, ThreeBrand offers over 100 items on its website, including moisture-wicking shirts and athletic shorts. Products are available in sizes ranging from 4T for toddlers to children's extra large, with prices from $20 for t-shirts to $65 for hoodies. All items are manufactured in partnership with Hadad Brands. A collaboration with Wilson's longtime sponsor, Nike, has expanded ThreeBrand beyond sportswear into accessories like backpacks, duffel bags, and hats, though apparel still represents approximately 75% of the company's product line. Prioritizing accessibility, ThreeBrand focuses heavily on online distribution, selling not only on its own website but also through digital portals at major retailers such as Macy's, J C Penney, and off-price retailers like Nordstromrack.

Russell Wilson's Broader Business Portfolio and Earnings

ThreeBrand is one of many successful ventures for Wilson, who tied for number 49 on Forbes's 2025 list of the world's highest-paid athletes, with $53.6 million in pre-tax earnings over the 12 months ending in May. This income includes an estimated $6 million off the field from licensing, memorabilia, and more than a dozen endorsement deals, alongside cash returns from a robust portfolio of companies he has founded or invested in.

His other significant ventures include:

• West to East Empire: Offers production services for TV commercials and other media.
• Why Not You Productions: Develops scripted series and films.
• Limitless Minds: Founded in 2018 with his older brother, Harry, this app aims to improve users' mental conditioning through life coaching sessions and learning exercises.
• Goodman Brand: Sells shoes and clothing.
• R and C: A fragrance line, named for Russell and Sierra.

Personal Motivation and Connection to Fashion

Wilson's foray into fashion and entrepreneurship is deeply personal. He shared with Forbes, "I've always liked fashion, but I grew up wearing sports clothes and going to school in polos and khakis. When I got into the NFL, I was single and trying to date a girl way out of my league in Sierra. I realized I had to level up my dress game." This personal journey of self-improvement and aspiration, particularly influenced by his relationship with Sierra, underscores his commitment to his ventures, with Sierra also serving as his co-founder in ThreeBrand.

Conclusion

Russell Wilson's journey exemplifies how an "underdog" mentality, combined with strategic vision and personal passion, can translate into significant entrepreneurial success. His ability to identify market niches, leverage his personal brand, and build strong partnerships has enabled ThreeBrand to achieve remarkable sales figures in a competitive industry. Beyond sportswear, his diverse portfolio across media production, mental conditioning, and fashion demonstrates a comprehensive approach to business, solidifying his position as a formidable entrepreneur alongside his celebrated NFL career.