Pickleball—a synthesis of tennis, racquetball and ping pong—is one of the fastest-growing sports in the world. The number of players has jumped by 650 percent over the last six years, according to USA Pickleball Association (USAPA).
The biggest subset of that growth is not in the over-60 crowd, says Justin Maloof, executive director of USAPA. “When the sport first caught on in the sunbelt states around 2009, it was at 55-plus centers and RV communities,” he says. “It snowballed from there. But these days, there are many municipalities and parks and rec departments that are setting up courts, making it accessible to a younger crowd.”
Pickleball brand, Paddletek, together with Indianapolis-based independent agency, Young & Laramore, introduced a rebrand that brings a new, athletic fierceness to the brand’s aesthetic.
The “Let’s Go Again” launch campaign turns a common phrase on the court into a rallying cry. Timed to coincide with the USA Pickleball National Championships, the relaunch and campaign include a new identity, paddle + packaging design, print + social elements, and new website.
Trevor Williams, Principal and Group Creative Director at Young & Laramore, said, “We wanted to showcase athleticism in a way that felt true to the game: bright, colorful and wildly addictive. You want to keep playing. You want to get better.”
“The campaign is a rallying cry that celebrates the athletes, the new site makes it easy to find the right paddle for your swing, and we’re now the first in the market to offer custom paddles. To say Y&L exceeded our expectations is an understatement. The new era of Paddletek is here, and we’re excited to keep pushing the sport forward,” said Noah Kaplan, Vice President of Sales and Marketing at Paddletek.