Pickleball has rapidly become a widespread generational phenomenon in the U.S., with nearly 48.3 million adults—about 19% of the population—having played the sport at least once. Highlighting its growing appeal, Young & Laramore launched a new campaign for Paddletek titled “Not A Real Sport,” which emphasizes the athleticism and competitive spirit behind pickleball. The campaign features top-ranked 18-year-old player Anna Leigh Waters, who has earned 148 gold medals and holds the No. 1 world ranking in multiple categories. The ads run across major sports networks and digital platforms, targeting both dedicated tournament players and those serious about improving their game.
Pickleball’s surge in popularity has attracted major brands like Adidas, Skechers, and DoorDash, reflecting its mainstream acceptance. Invented in 1965 by Joel Pritchard and neighbors in Washington state, the sport combines elements from various sports and derives its name from “pickle boats” in crew. Paddletek’s campaign aims to connect with players driven by continuous progress and passion, challenging misconceptions about the sport’s legitimacy and showcasing the skill and effort involved.
