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Russell Wilson and his wife Ciara quietly built a children’s sportswear business that blew past $100 million in sales last year, a striking win for private enterprise at a time when American industry is too often undermined by bureaucrats and blowhard critics. Their brand, 3BRAND, also cleared more than $70 million in sales in the first half of 2025, proving that hard work, smart branding, and real demand beat woke headlines and doom-and-gloom predictions. This kind of success should be celebrated as the kind of family-minded entrepreneurship that builds communities and creates opportunity.
What began as a small, personal idea — Wilson sketching a logo and the couple launching a 40-piece collection in 2021 — has grown into a full lineup of more than 100 items covering toddlers through older kids, showing how vision plus execution can scale fast in a competitive market. This wasn’t handed to them by some government grant or corporate virtue signal; it was built the old-fashioned way, by creating products parents want and kids like to wear. That kind of upward mobility and hustle is the heartbeat of America.
3BRAND’s clothes are available where everyday families actually shop — Macy’s, JCPenney, Nordstrom Rack and more than 150 Dick’s Sporting Goods locations — and the line has even extended into collaborations and accessories through partnerships with established players like Nike and Haddad Brands. Distribution matters, and getting product onto real shelves across the country shows the brand won on merit, not on celebrity press cycles alone. When athletes and entertainers use their platform to create real businesses that serve customers, they deserve praise, not sneers.
On top of the commercial success, Wilson and Ciara funnel a slice of proceeds to their Why Not You Foundation, directing a portion of the company’s gains back into education and opportunities for disadvantaged youth. That blend of profit and purpose proves you can do well and do good without turning charity into a political performance. Americans who build real businesses and then give back are the genuine civic leaders our culture should elevate.
Conservative readers should take note: this story is exactly what free markets are for. Private families, private capital, and private risk-taking created jobs, boosted retail sales, and produced a product kids want to wear — all without government meddling or corporate virtue-signaling dictating the terms. If Washington would stop strangling small business with red tape and high taxes, we’d see many more Wilsons and Ciaras turning ideas into livelihoods for working Americans.
Despite the turbulence in retail and the chorus of hand-wringing that big box stores are dead, 3BRAND’s climb shows resilience and a market that still rewards quality and honest branding. This is a reminder to support companies that stand for family, hard work, and personal responsibility — values that built this country and will keep it strong.
