Ciara and Russell Wilson have built a children’s clothing empire that’s breaking records. Their 3BRAND kids’ workout line generated $100 million in sales during 2024. Furthermore, the brand has already surpassed $70 million in sales during the first half of 2025.
The power couple created 3BRAND over five years ago, just before welcoming their son Win. According to Forbes, this timing proved perfect for launching their children’s activewear venture. The brand’s explosive growth demonstrates how celebrity partnerships can translate into massive business success.
The remarkable sales figures position 3BRAND among the top children’s clothing brands in America. Moreover, the company’s continued momentum suggests even greater achievements ahead. This success story showcases how entertainment stars can successfully transition into the business world.
Inspiring Origin Story Behind 3BRAND’s Creative Foundation
The inspiration for 3BRAND came from a touching family moment that sparked entrepreneurial vision. Russell Wilson watched their son Future holding a football while walking across the room. This simple scene occurred just one day before Ciara gave birth to their son Win.
Wilson immediately drew the brand’s logo after witnessing this meaningful moment. The couple then decided on the name 3BRAND, which reflects their family-focused approach to business. This personal connection to their children became the driving force behind their entrepreneurial journey.
“A lot of the things that Ciara and I accomplished, we wrote them out as kids and had people who believed in us,” Wilson told Forbes. “But as a young kid, you ultimately have to believe in you. It’s about motivating the next generation.” This philosophy guides everything they do with the brand.
Product Line Growth Transforms From Startup to Major Brand
3BRAND launched in June 2021 with a modest 40-piece collection targeting active children. Today, the brand offers more than 100 different items across multiple categories. This rapid expansion demonstrates the couple’s commitment to meeting customer demand and growing their market presence.
The product range includes essential items like t-shirts, hoodies, and athletic shorts designed for active kids. Prices remain accessible, ranging from $20 to $65 across all product categories. Additionally, sizes span from 4T for toddlers up to children’s extra large, ensuring broad market coverage.
Strategic partnerships have enhanced 3BRAND’s product offerings and market reach significantly. The company collaborates with Haddad Brands and Nike to offer accessories like backpacks, duffel bags, and hats. These partnerships provide customers with complete athletic lifestyle solutions for their children.
Retail Distribution Strategy Maximizes Market Accessibility
3BRAND has secured distribution through both online and brick-and-mortar retail channels nationwide. Customers can purchase items directly from the company’s website for convenience. Additionally, major retail partners provide physical shopping experiences across the country.
Notable retail partnerships include Macy’s, JCPenney, Dick’s Sporting Goods, and Nordstrom Rack. These relationships place 3BRAND products in high-traffic locations where families regularly shop. Furthermore, this multi-channel approach ensures maximum accessibility for target customers.
The strategic retail placement has contributed significantly to the brand’s impressive sales growth. Each partner brings unique customer demographics and shopping preferences to the table. This diversified approach helps 3BRAND reach families across different economic and geographic segments.
International Expansion Plans Target Global Growth Opportunities
3BRAND has already achieved success in Asian markets, particularly Japan and South Korea. These early international victories provide valuable experience for broader global expansion efforts. The brand’s appeal transcends cultural boundaries, making international growth a natural next step.
Wilson and Ciara have set their sights on European and Latin American markets next. These regions offer significant opportunities for children’s activewear brands with strong messaging. The couple’s global recognition as entertainers provides additional marketing advantages in these new territories.
Beyond geographic expansion, Wilson has expressed interest in creating adult product lines eventually. He compares the company’s growth strategy to football, emphasizing adaptability and creativity. “I think about how I play—a lot of it is organized, but if the receiver isn’t there, you have to create that space,” Wilson explained.
Business Philosophy Emphasizes Youth Empowerment and Motivation
The couple’s business approach focuses on inspiring children to believe in themselves and pursue their dreams. This message resonates strongly with parents who want to encourage their kids’ athletic pursuits. Moreover, the brand’s motivational messaging sets it apart from purely fashion-focused competitors.
Wilson emphasizes the importance of childhood dreams and the adults who support them. “It was established early on that when life is hard, you create,” he said during his Forbes interview. This philosophy drives both their personal parenting approach and business strategy.
The brand’s success demonstrates how authentic messaging combined with quality products creates lasting customer loyalty. Parents appreciate brands that align with their values while providing functional athletic wear. 3BRAND’s combination of inspiration and practicality has proven to be a winning formula in the competitive children’s clothing market.
