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.