NFL Star Wilson, co-founder of 3BRAND, has achieved over $100 million in sales in 2024, with more than $70 million in sales in just the first half of 2025, all while focusing on stylish workout clothes for kids.
Once considered too small to succeed, the 5-foot-11 quarterback defied the odds by leading the Seattle Seahawks to eight playoff appearances and the franchise’s first-ever Super Bowl win after being drafted in the third round back in 2012.
Now, in his 14th season and sporting a one-year contract with the New York Giants, he’s not done yet. Despite fans calling for rookie Jaxson Dart to step in, Wilson is racking in stats, leading the league in passing yards with 618 through just two games.
While many entrepreneurs might hesitate to enter the competitive sports apparel market dominated by global giants with vast resources, Wilson flourishes as the ultimate underdog.
Wilson’s entrepreneurial journey doesn’t stop there. Forbes ranked him as No. 49 on its 2025 list of the world’s highest-paid athletes, recognizing a $53.6 million in pretax earnings. This includes around $6 million from off-field ventures like licensing, memorabilia, and a string of endorsing deals—plus cash flow from an array of businesses he’s founded or invested in.
Among his other ventures are West2East Empire, which produces TV commercials and media content, and Why Not You Productions, dedicated to creating film and scripted series. In 2018, Wilson, alongside his brother Harry, launched Limitless Minds—an app designed to enhance users’ mental conditioning through coaching and engaging exercises. His entrepreneurial spirit also extends to fashion with Good Man Brand and fragrances under R&C, a collaboration with his wife, Grammy-winning artist Ciara.
“I’ve always had a passion for fashion,” Wilson shares with Forbes. “Growing up, I wore sports gear and khakis to school. But when I made it to the NFL, I knew I had to elevate my style to keep up with Ciara!”
The idea for 3BRAND grew right at home. Just before their son Win was born, Wilson watched his firstborn, Future, dashing around the house with a football. That moment reignited his childhood dreams of creating something special for kids. With a logo designed by Wilson himself, blending his initials into a lightning bolt to symbolize momentum, 3BRAND was born—a nod to the intersection of sports, music, and fashion that fuels the mind, body, and soul.
Taking inspiration from his own experiences, Wilson emphasizes the importance of believing in oneself. “A lot of what Ciara and I achieved started as dreams we wrote down as kids,” he says. “But at the end of the day, believing in yourself is what truly motivates the next generation.”
3BRAND launched with a 40-piece collection in June 2021 and quickly expanded its offerings. Now boasting over 100 items available online, everything from moisture-wicking shirts to athletic shorts is designed for kids ages 4T to children’s extra-large. Prices are family-friendly, starting at $20 for T-shirts and reaching $65 for hoodies, all produced in partnership with Haddad Brands. Thanks to a collaboration with Nike, the brand has ventured beyond clothing to offer accessories like backpacks and hats, though apparel still accounts for around 75% of their product line.
Dedicated to making style accessible, 3BRAND is heavily focused on online sales, available through their own website as well as major retailers like Macy’s, JCPenney, and Nordstrom Rack. They also have a presence in 150 Dick’s Sporting Goods stores. Dave McTague, a former executive at iconic brands like Cole Haan and Tommy Hilfiger, and now a 3BRAND advisor, notes that the physical retail expansion is an exciting new chapter.
“There’s a real strategy behind our marketing and distribution,” McTague shares. “And with Russell’s relentless energy—up at 4 AM working out and getting the kids ready for school—it’s hard not to feel the excitement surrounding this brand!”
Wilson credits his fashion insights to Christine Day, former CEO of Lululemon and co-founder of his other brand, House of LR&C. Now, he’s ready to apply those lessons with his unique touch. He envisions 3BRAND as more than just clothing; he wants parents to see it as a quality product worth passing down to younger siblings.
“Why should a cool T-shirt cost $80?” McTague challenges. “The essence of our product design and distribution is all about accessibility.”
