In June 2021, Russell Wilson and his wife, Ciara, launched a children’s clothing line called 3BRAND. The two decided to start this brand while seated in their Los Angeles home, watching their son, Future, run around the room with a football.
Wilson thought it wouldn’t be a bad idea to create something for children. He told Forbes that he hand-drew the brand’s logo using his initials, transforming those initials into a lightning bolt. He and Ciara then agreed to name the clothing line 3BRAND to “reflect how sports, music and fashion can inspire the mind, body and soul,” Forbes reported.
After four years, the apparel brand is doing very well on the market, as it made over $100 million in sales in 2024, and more than $70 million in the first half of 2025, according to Forbes.
“A lot of the things that Ciara and I accomplished, we wrote them out as kids and had people who believed in us,” Wilson said to the business magazine. “But as a young kid, you ultimately have to believe in you. It’s about motivating the next generation.”
The apparel line launched with a 40-piece collection, and today, it has over 100 items on its website, including shirts, shorts, sweat pants, and hoodies made in partnership with Haddad Brands. Thanks to Nike’s collaboration with the brand, 3BRAND also makes accessories such as hats, duffel bags, backpacks, and more.
Besides its own website, online stores that sell the brand’s products are Macy’s, JCPenney, and Nordstrom Rack. 3BRAND can further be found in 150 Dick’s Sporting Goods stores.
“The sporting goods category is a tough place to play,” Zak Stambor, senior retail and e-commerce analyst at research firm Emarketer, told Forbes, adding that sales of sporting goods fell 0.4% over the past year.
“The winners are going to be those who have good relationships and a solid brand positioning. And that can either be based on the legacy of the brand or personality.”
Wilson and 3BRAND have already considered that as the brand grows and looks to expand its product line to adults. It is also exploring international markets, with its main target now being Europe and Latin America after its success in Japan and South Korea.
Wilson, one of the best quarterbacks in the NFL who led the Seahawks to the team’s first and only Super Bowl championship in the 2013-14 season, tied for No. 49 on Forbes’ 2025 list of the world’s highest-paid athletes, with $53.6 million in pretax earnings over the 12 months ending in May.
That figure includes an estimated $6 million off the field, from memorabilia, licensing, endorsement deals, and from companies he has links with.
Wilson is the founder of brand management firm West2East Empire and Why Not You Productions, which develops scripted series and films. He is also the co-founder of Limitless Minds, an app that helps users enhance their mindset through a coaching-based e-learning platform. Wilson further sells fragrances through R&C (which stands for Russell and Ciara) and clothing and shoes through Good Man Brand. Christine Day, whose House of LR&C is behind Good Man Brand, taught Russell everything he needed to know about the fashion business.
The NFL star is also behind the nonprofit Why Not You Foundation, which he established with his wife Ciara. The foundation says it is “dedicated to education, children’s health and fighting poverty, empowering today’s youth.” 3BRAND donates 3 percent of its proceeds to the Why Not You Foundation.
