Pickleball: The Social Sport Driving Brand Engagement
Article published in the July/August issue of SportStyle
Pickleball, America's fastest-growing sport, isn't just about the game itself. It's a lifestyle, a social phenomenon that's attracting a growing number of brands eager to connect with consumers in a meaningful way. As someone who's been deeply involved in the pickleball scene for the last five years, helping grow the game as the world's first pickleball marketing agency, I've seen firsthand how this sport transcends the court, creating a unique platform for brand engagement.
One standout event that perfectly illustrates this synergy was June Diane Raphael's Galentine's Day Celebrity Pickleball Tournament hosted in Los Angeles, California. June Diane Raphael invited her celebrity friends to join her on the court while allowing fans to purchase tickets and get the chance to play alongside some of their favorite stars. The event also drew a large audience of fans and celebrities dressed to impress as June Diane Raphael, Casey Wilson, Jessica St. Clair and Danielle Schneider provided comedic commentary throughout the day.
This star-studded affair, featuring the likes of Jessica St. Clair, Emma Watson, Retta, and Paul Scheer, was more than just a fun day out -- it was a showcase for how brands can seamlessly integrate into the pickleball lifestyle, providing memorable experiences for fans.
Pickleball in the Sun had the honor of bringing OS1st to the forefront of this event. Their colorful and stylish socks weren't just a fashion statement; they represented a commitment to player health and injury prevention. This partnership demonstrated how brands can connect with consumers in a fun and unique way, emphasizing both performance and style.
OS1st continues to lead the way in pickleball marketing, partnership with Major League Pickleball as the Official Sock and launching custom socks for some of the teams. This move allows fans to rally behind their team on and off the court, fostering a deeper connection between the sport, the brand, and the community.
Working with numerous celebrities and brands across the country has been an incredible experience. Pickleball's appeal lies in its approachability; even celebrities are eager to be a part of the community. This sport is all about community, fun, and social connection, making it a marketer's dream. With over 50 million fans sharing the same passion, pickleball offers a unique opportunity to connect brands with a multi-generational audience.
From celebrity tournaments to grassroots events, pickleball provides a vibrant platform for brands to engage with consumers in an authentic and meaningful way. As the sport continues to grow, so too will the opportunities for brands to tap into this passionate and engaged community. It's an exciting time to be a part of the pickleball world, and I can't wait to see what the future holds for this dynamic sport and the brands that embrace its spirit.
Ready to elevate your brand through the power of pickleball?
Pickleball in the Sun is your partner in creating fun, unique experiences that not only resonate with consumers but also drive them to retail and online platforms to purchase your products. We understand the unique energy of pickleball and how to translate it into engaging content that will have your brand trending on TikTok and beyond.
From celebrity partnership to grassroots initiatives, we'll craft a strategy that aligns with your brand values and resonates with the pickleball community. Let's harness the passion of this incredible sport to tell you brand story and create lasting connections with consumers.
Laura Gainor, founder of Pickleball in the Sun
How Independent Retailers Can Tap into the Pickleball Boom with High-Performance Gear
With pickleball rapidly gaining popularity across the U.S., independent retailers have a unique opportunity to capitalize on this trend by offering products tailored to the sport's enthusiasts. Among these, the OS1st Pickleball Sock stands out, trusted by avid players for its thoughtful design and performance.
Pickleball players need gear that supports quick movements, ensures comfort during extended play, and helps prevent injuries. OS1st Pickleball Socks deliver with impact protection using bamboo charcoal cushioning in high-friction areas, temperature regulation using an ultra-thin top panel, and shearing force reduction using light arch compression. For retailers, stocking these socks offers a simple way to enhance the in-store experience, especially as demand for pickleball-specific footwear grows.
"Pickleball players know and love our socks," says Josh Higgins, President of OS1st. "After years of sponsoring national tours, we've seen how much fans appreciate that we understand their needs. Many who tried one pair now tell us their entire sock drawer is OS1st."
By offering trusted pickleball-specific gear, retailers can become key destinations for local players, engaging a dedicated customer base that values the personalized experience independent stores provide.
Trend Insight: Pickleball Players Tell Us the Score
In SportStyle's latest consumer survey, pickleball was the topic of the day. They surveyed 492 active men and women, ages 18-70, with 296 telling them they play pickleball. They then zeroed in on those 296 pickleball players and asked them specific questions about how they play and shop for the sport.
Nearly 60% of pickleball players told them they play at least once a month, with 26% playing 5-10 times per month. (I personally play 5-7 times per week;) They mainly play on public courts, and they overwhelmingly (99%) play socially, while 14% also play in local leagues and/or 7% also play in pickleball tournaments.
The top destination for consumers to shop for pickleball paddles and balls, according to their survey, is sporting goods stores (65%), with nearly half (47%) of consumers telling them they plan to pay between $50-$100 for a paddle.
On the footwear side, while a growing number of brands are making pickleball-specific footwear, only 10% of consumers told SportStyle they were wearing pickleball-specific shoes on the court, and 78% told them they would appreciate a salesperson recommending a pickleball footwear brand to them.
To view more insights, read the full SportStyle Pickleball Sport Report.
