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 highlight 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 shows Wilson, Ciara, and their children outfitted in Nike sportswear as the headline reads, “NFL Star Russell Wilson Has Sewn Up $100 Million In Sales Making Sportswear For Kids.”

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. “A lot of the things that Ciara and I accomplished, we wrote them out as kids and had people who believed in us. But as a young kid, you ultimately have to believe in yourself. It’s about motivating the next generation,” he told Forbes this week. And, as fans can reckon, the very name “3BRAND” carries that weight as it brings together sports, music, and fashion. The pillars are 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, when he saw young Future racing across the room with a football in his arm. 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. It was not an instant hit. Every dream takes time to actualize itself. As Wilson’s business partner, Charly Martin, put it, “Anytime you’re building a business, you’re not going to hit that grand slam in Month 2, Year 2. It’s a very thoughtful plan that we laid out over a course of time.”

And, through partnerships, they began to grow. Wilson teamed with Haddad Brands, the century-old apparel manufacturer behind Nike and Jordan kidswear, so that quality is not compromised at any stage. Not just this, he also kept the prices accessible.

The T-shirts are priced at $20, 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. He was in awe of Wilson’s energy, saying, “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.”

And maybe that is what makes this $100 million milestone feel so personal. Wilson’s Why Not You Foundation receives 3% of all sales, nearly $3 million to date. 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. But, rookie Jaxson Dart had a limited role with two RPO runs for short gains and a handoff to Cam Skattebo.

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. I’m not gonna answer that,” he said, while noting Dart’s progress in practice. 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.