When you think of Russell Wilson and Ciara, football and music probably come to mind first. But over the past two years, the couple has quietly built one of the most successful kids’ fashion brands in the country. Their line, 3BRAND, has now surpassed $170 million in sales, proving that their influence goes far beyond the field and the stage.
How it started
3BRAND launched in June 2021, just one day before the couple welcomed their son Win. Wilson, inspired by his own childhood, sketched out a logo featuring his initials that turned into a lightning bolt.
The 3BRAND logo, designed by Russell Wilson, symbolizes the brand’s focus on inspiration and empowerment.
The idea was simple but powerful: create a brand that encourages kids to dream big and believe in themselves, the same way Wilson and Ciara did growing up.
What the clothes look like
The line started with 40 pieces and has grown to more than 100 items today. You’ll find hoodies, T-shirts, shorts, sweatpants, and accessories like hats and backpacks. Much of the collection leans into performance wear that works both on and off the field.
The Wilson family wears coordinated 3BRAND looks, highlighting the line’s mix of casual and athletic style.
Think matching joggers and sweatshirts, bold camo patterns, and plenty of pieces designed for layering. The designs keep comfort and durability at the center, but they also reflect current streetwear trends.
Neutral tones like black and grey make the hoodies versatile, while blue camo sets and athletic shorts add a playful twist.
The 3BRAND line adds a playful twist with bold blue camo sets designed for active kids.
Where you can buy it
3BRAND doesn’t just live online. The brand partnered with Nike and Haddad Brands, giving it a wide retail footprint.
You can shop the collection on the official 3BRAND site, but it’s also carried by Macy’s, JCPenney, Nordstrom Rack, and more than 150 Dick’s Sporting Goods locations across the U.S.
Why it resonates
At the heart of 3BRAND is a message of empowerment. The couple’s nonprofit, the Why Not You Foundation, ties directly into this mission. In fact, 3BRAND donates three percent of its proceeds to the foundation, which supports youth education, health, and leadership development.
That connection between fashion and philanthropy sets the brand apart. Parents aren’t just buying another hoodie or T-shirt; they’re supporting a company that reinvests in children’s futures.
The numbers behind the success
3BRAND is more than a celebrity project. In 2024 alone, the company generated over $100 million, followed by another $70 million in 2025 so far.
Industry experts point to a smart distribution strategy and strong product lineup as reasons for its growth. With Wilson’s drive and Ciara’s creative influence, the brand is positioned to keep scaling.
Final thoughts
For many, it’s surprising to learn that one of today’s fastest-growing children’s clothing brands is led by an NFL quarterback and a Grammy-winning artist.
But 3BRAND’s rise shows what happens when vision meets execution. If you’re a parent looking for quality clothes that blend style, comfort, and meaning, this is a label worth exploring.
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