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April 8, 2025
Are Brands and Retailers Missing Out on the Pickleball Craze?
Pickleball was front and center at this year’s eTail West in Palm Springs. It’s not a surprise, given that there are nearly 20 million pickleball players in the U.S., according to the Sports and Fitness Industry Association. Its popularity is expected to continue to grow because it’s inclusive, accessible to many ages and abilities, and social in nature.
The retail industry has played a role in pickleball’s growth by transforming vacant big-box stores and mall spaces into courts. However, there remains a surprising gap in affordable, practical, sport-specific apparel, footwear, and accessories tailored to the game’s rapidly expanding player base.
Retail Position
Most big-box and department store chains repurpose tennis or golf products for shoppers looking to outfit themselves for pickleball. Indie stores have sprung up in locations where the sport is especially popular, and pro shops serve members of their clubs.
Sites like Etsy sell accessories and personalized items for individuals and teams, and niche DTC shops offer custom merchandise, but physical locations where players can experience, try, and touch the products are rare.
Brand Landscape
Market.US News projects the global pickleball market to reach $9.1 billion by 2034, up from $2.2 billion in 2024. Despite this large market opportunity, major athletic brands have chosen to cross-purpose items from related sports, like golf and tennis, instead of investing in products that address the unique needs of pickleball.
Some emerging DTC companies are investing in net-new pickleball product lines, however. Among them are Winners Edge, Selkirk Sport, and PB5star, which partnered with eTail to bring the sport to attendees at the Palm Springs event.
“We identified an unfilled gap in the market for all things pickleball, especially shoes that support nuances like lunges, hits, and side-to-side movements that occur in the game,” stated Angela Caltagirone, chief digital and marketing officer at PB5star. “Purpose-built products allow players to enjoy the game safely and to avoid injuries.”
eTail chose to feature Pickleball at its event because it is a widely accessible and inherently social sport. “Our event is all about building a community while having a great time, and we could think of no better activity than pickleball to marry those two ideas together,” said Elizabeth Robillard, portfolio director for eTail Palm Springs & Boston, Worldwide Business Research. “And we like to introduce attendees to emerging trends and brands, so it was natural to partner with PB5star for our eTail Pickleball Tournaments.”
It’s clear that pickleball is having a more than a moment. It’s been the fastest-growing sport in America for the past four years. The sport has a growing, enthusiastic following of players who want to be outfitted for matches. It’s time for retailers and brands to seize this opportunity.
Discussion Questions
How can retailers and brands better cater to the needs of pickleball players?
What challenges might retailers face in developing and marketing pickleball-specific products?
Is the current pickleball product landscape a short-term trend, or does it have long-term staying power in the retail industry?
Poll
Loading …BrainTrust
Gary Sankary
Retail Industry Strategy, Esri
Neil Saunders
Managing Director, GlobalData
David Biernbaum
Founder & President, David Biernbaum & Associates LLC
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There is probably something of a gap in the market at non-specialists stores. I have seen ranges at Target but they seem to be small collaborations or niche parts of ranges like Hearth & Hand. That said, at specialty stores – like Scheels – pickleball ranges are extensive.
There is the opportunity for retailers and brands to establish online communities and forums where pickleball players can exchange tips, stories, and experiences.
In addition, they can organize virtual events, such as webinars or live-streamed matches, for the purpose of engaging players and providing valuable information.
Moreover, partnering with popular pickleball influencers on social media can enhance visibility and attract new customers.
There is a possibility that retailers will face intense competition from established brands that already dominate the sports equipment market. In addition, they must differentiate their products in a crowded market where innovation and quality are critical to securing the attention of consumers.
As new competitors enter the market, it can also be challenging to navigate price pressures while maintaining profitability.
Keeping the product offerings fresh and appealing to consumers requires innovation in order to maintain market interest.
Retailers can maintain their relevance and excitement in the pickleball market by consistently introducing new features, materials, and designs. It is important for the sport to continue to evolve in order to ensure that it remains more than a fleeting trend in the retail industry.
Pickleball is way past the “short-term trend” phase. Like every product, the key to a successful program to merchandise these products is to understand who the core consumers are, what they like, and where they shop. Basic blocking and tackling.
A fast-growing, underserved market is an opportunity that should be pursued. While I prefer my pickles brined and unsliced, if I wanted to take up pickleball, I wouldn’t know where to begin. Dick’s seems to cover the sport and would be a likely first stop. Online options are many. Opportunity knocks.