Russell Wilson’s journey both on and off the field hits differently. It isn’t just about endorsements or surface-level ventures. Instead, he has built a full-on empire as his entrepreneurial grind mirrors the precision of his game-winning drives. We know how his ‘Why Not You Foundation’ has helped reshape communities, besides his regular hospital visits and COVID-19 relief. Add in Hollywood moves, Sounders ownership, and a portfolio stacked with investments, and we see a QB rewriting what athlete influence looks like, as highlighted by a recent revelation on social media.

ForbesBLK took to Instagram to inform that Wilson’s children’s activewear line, 3BRAND, has surpassed $100 million in sales in 2024, with over $70 million more rolling in during just the first half of 2025. In the post, the accompanying image showed Wilson, Ciara, and their children outfitted in Nike sportswear as the headline read, “NFL Star Russell Wilson Has Sewn Up $100 Million In Sales Making Sportswear For Kids.”

The caption revealed more. Noting how the signal caller has always believed in defying odds, be it from NFL Draft slide to the third round or now “calls from fans to give up his starting spot to rookie Jaxson Dart—despite leading the league in passing yards through two games, with 618”, they wrote, “So while any ordinary entrepreneur might quiver at the thought of trying to break into sports apparel—an industry dominated by a handful of global heavyweights with billions in revenue and a decades-long head-start—the 36-year-old Wilson is used to being the underdog.”

So where does that leave him? This entire venture is not merely an off-field hobby for him. Instead, it is the natural extension of the “Why Not You” philosophy that guides both his career and his family foundation. “It’s about motivating the next generation,” Wilson told Forbes last week.

And, as fans can reckon, the very name “3BRAND” carries that weight as it brings together sports, music, and fashion as pillars meant to inspire mind, body, and soul. And in that sense, Wilson’s apparel success is the product of his ardent vision. As it goes, the path was never a smooth one. But, interestingly, Wilson recalls that his spark came the day before Ciara gave birth to their son Win in July 2020, when he saw young Future racing across the room with a football in his arms. This bore a thought in him: He realized that even children deserve clothing that reflects their energy and dreams. He hand-drew the lightning bolt logo himself, which is an abstraction of his initials symbolizing movement.

By June 2021, he and Ciara were standing at Rookie USA’s flagship store in New York, watching their kids, Future, Sienna, and Win, walk a runway in the first 40-piece collection. Notably, the T-shirts are priced at $20, and the hoodies at $65. And, distribution is spread widely, from Macy’s to 150 Dick’s Sporting Goods locations. “Why can’t you have a T-shirt that isn’t priced at $80?” the advisor Dave McTague, himself a veteran of Cole Haan and Tommy Hilfiger, once asked. “Then you have someone like Russell up at 4 a.m., working out and taking the kids to school—it’s hard not to have great energy around it.”

Unfortunately, though, the brand was still not an instant hit. “Anytime you’re building a business, you’re not going to hit that grand slam in Month 2, Year 2,” Wilson’s business partner and longtime friend, Charly Martin said. “It’s a very thoughtful plan that we laid out over a course of time.”

And maybe that is what makes this $100 million milestone feel so personal. He calls it part of a mission inherited from his late father’s challenge to ask “Why not you?” every time life offers resistance. Meanwhile, this success comes amidst the hard-hit loss against the Chiefs on the field.

Giants’ loss to Chiefs fuels Russell Wilson doubts

The Giants walked off MetLife field Monday night staring at a 22–9 loss to the Chiefs. And, somehow, the story felt familiar to us. With slow offense and missed chances, the frustration was overwhelming. Kansas City did enough to control the game, with Patrick Mahomes throwing for 224 yards and a score, and the Chiefs’ defense taking charge. By halftime, the deficit was already climbing, and the Giants found themselves sliding backwards.

Even Wilson’s stat line with 18 of 32 for 160 yards, two interceptions, and no touchdowns painted a rough picture for us. So, while the first pick killed a promising second-quarter drive, the second had the home crowd spiral into an open revolt. And, across the stadium, the chants of “We want Dart!” echoed. In the postgame press conference, Brian Daboll dodged any announcement on Russell Wilson’s job. “Yeah, you guys have asked me about players after games,” he said. “I’m not gonna answer that.”

The Giants are now sitting at 0–3, while they will be facing the undefeated Chargers ahead in Week 4. And, be it Wilson or Dart, they need to focus on keeping the offense alive.

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