After tennis and badminton, discover pickleball! This “new” sport, born in the United States in the 1960s, has seen its popularity grow visibly over the past few years. A success that benefits both players in this sport and fashion brands, who do not hesitate to appropriate the dress codes of this game of rackets.
The pickleball first conquered America. And today Asia is also affected by this fever!
Pickleball is a hot new sport, where two or four players hit a perforated plastic ball, slightly larger than a tennis ball, over a net. It’s a bit like playing table tennis on a badminton court. The rules are simple, the equipment needed is minimal and there is less racing. Which makes it accessible to everyone, regardless of age or level of play.
Even though pickleball has been around for 1965, it only recently gained popularity when people looked for new ways to stay active while adhering to social distancing measures during the pandemic. Today, it is the sport that is experiencing the strongest growth in UNITED STATESwith an increase of 158,6 % over the past three years, reaching 8.9 million players in 2022 according to the Sports & Fitness Association.
The enthusiasm for this sport goes far beyond the borders of the United States, and this is reflected on an international scale. Earlier this year, the International Pickleball Federation was created with the aim of fostering the global development of the sport, and it is actively campaigning for its inclusion in Olympic Games. To date, the organization has more than 80 member countries.
Democratization
Before pickleball players began to occupy public city tennis courts, the game was accessible but considered a very popular niche among older people. In 2021players aged 55 ans and more represented the largest share of the gaming population. And some continued to practice this sport until the age of 80 ans, see more. However, the sport is also growing in popularity among young people, with the average age of pickleball players around 38 years old today, compared to 41 years old in 2020.
This development is good for business: the iconic professional tournament, the Professional Pickleball Association (PPA) Tour, attracts many sponsors, from financial institutions to alcohol brands. Last January, he was acquired by the owner of the Carolina Hurricanes team of the National Hockey League.
Pickleball fans include some of the world’s biggest celebrities. personalities such as Leonardo DiCaprio, les Kardashian et Bill Gates have publicly declared their love for the sport – Gates has been a proud Pickler for over 50 years. And several great athletes, including Tom Brady, LeBron James et Naomi Osakahave invested in their own Major League pickleball team.
Fashion brands on the lookout
But what about the style to play pickleball? With its inherent similarities to other popular racquet sports, pickleball has adopted their codes – think pleated skirts and polo necks. Many fashion brands are jumping on the opportunity.
See as well
The online retailer Mode of Operation added a pickleball racket and balls to its new summer capsule collection Club Fashion. He is not the only one interested in the fashion aspect of this sport. Recently, Norma Beautiful started selling her own pickleball dress, while than Alice + Olivia and Nike have also launched articles aimed at this sport. Likewise, Staud created a line dedicated to what could become America’s second favorite pastime. The premium sportswear brand, Anna Sui Activecreated by New York designer Anna Sui, has teamed up with the sports club InLoveSport based in Shanghai to show that their latest collection is both fashionable and functional for pickleball. Some sportswear brands, such as Adidas and Filahave created sections dedicated to the sport on their international sites, although their promotion in China is not yet visible.
Olivier Verotfounder of marketing agency Gentlemen Marketing Agency, suggests brands take inspiration from the Chinese frisbee trend, which has seen brands such as Marni, Prada, Chanel et Supreme create flying discs that have been a big hit on social media.
It is also possible to sponsor matches and athletes, as with any other sport. Skechers is a dominant player in this field. The brand not only organizes pickleball-related events throughout China, including an exhibition during the Poison Con 2023 in Chengdu. But it is also the Official Shoe Sponsor of the US Open Pickleball Championships.
According to research firm Technavio, the global pickleball apparel market is expected to grow by $680.3 million by 2026.
Read also >ROLAND GARROS 2023 MADE HEARTS FEATURE…AND NOT JUST THOSE OF THE PLAYERS!
Featured photo: © Staud
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2023-07-10 17:01:32
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