Wilson Golf has launched its Play Original brand campaign in Times Square, New York, taking centre stage in one of the most iconic destinations in the world.
The brand awareness campaign began last week at 20 Times Square, on the corner of 47th and 7th in Manhattan, where pedestrian traffic averages around 360,000 per day. This significant brand moment will run throughout April on a distinctive wraparound LED facade, one of the largest continuous exterior displays in the world.
The location is described as “one of the most Instagramable spots” in the US with over 5 million posts, the perfect setting for Wilson to share its Play Original | The Journey campaign.
Markus McCaine, Wilson Golf Global Director, Product & Marketing, said: “We’ve had an incredible response from around the world to our new product line for 2026 and this felt like the right time to share our Play Original message somewhere that’s truly iconic. This Times Square location demands your attention and Wilson is right to feel part of that. This has already been a standout year for the brand and our Play Original message holds true. We’re proud to bring our pioneering technology and brand messaging to the big stage.”
Towering over Duffy Square and NYC’s iconic red steps, the nine-story 17,000 square-foot 8K curved screen boasts a resolution of 3,480 x 7,100 pixels – the largest resolution in Times Square with 26.7 million pixels – and will repeat-play Wilson’s Play Original campaign in the heart of Midtown.
Play Original represents Wilson’s authenticity, individuality and pursuit of progress. The campaign is the heart of Wilson Golf, powerfully evoking the emotions that make all golfers fall in love with the game.
The launch comes on the back of a successful worldwide launch of its 2026 product line, including the Staff Model iron family, DYNAPWR Forged irons, Staff Model balls and DYNAPWR Max+ driver. The brand also recently relaunched its ground-breaking FitAi platform to great acclaim, designed to elevate the workflow of custom fitters around the world by prioritising speed, consistency and precision.
The Times Square audience is described as 50% New Yorkers, 33% domestic tourists and 17% international visitors, with daily pedestrian traffic reaching up to 400,000 at peak periods. 20 Times Square is the largest available advertising platform in NYC and launched in 2023.