Pickle What? Pickle Who? Pickleball?

What do Kevin Durant, Michael B Jordan, and Drake have in common? Besides being at the top of their respective fields and wielding immense cultural influence, the athlete, actor, and artist share another unique bond. They are all investors in the Major League Pickleball team, the Brooklyn Aces. The trio is just the most recent in a slew of celebrities investing in Pickleball, which Forbes has called the fastest-growing sport in the U.S. due to its 39.3% growth rate over the last two years. The sport is a middle ground between Tennis and Ping-Pong for those not included in the roughly 4.8 million Pickleheads nationwide. Players use flat rackets to hit a whiffle ball over a net toward their opponent. Players score points in the same manner as tennis; however, games go to 11 points for simplicity. At first glance, it is difficult to understand the allure behind the unelaborate game. But what celebrities like Durant, Drake, and Michael B Jordan are gravitating towards is separate from the sport. Celebrities are investing in Pickleball because they are looking at licensing opportunities.

​The potential for licensing in pickleball is all about perspective. Rather than looking at pickleball as a sport, brands have considered it a fashion trend. The essence of this opportunity lies in the freedom the rules provide players. Unlike its inspiration, Tennis, pickleball does not have any standard uniform. Players wear everything from running shorts and tank tops to yoga pants or joggers. “There’s always lots of neon colors, and I’ve even seen players wear tutu skirts with knee-high socks on the court,” says Sydney Steinaker, a pickleball Tik Tok influencer (yes, that is a real thing.)

​One company taking advantage of this London label is Varley, which launched a “Club Collection” that featured pleated dresses, a combination of shorts and skirts cleverly dubbed “skorts,” and knitwear for players. According to The Guardian, the Club Collection exploded and became one of Varleys most significant sources of revenue in just four months. The licensing frenzy is not limited to apparel. Accessories such as multi-colored paddles are one of the most popular pickleball retail products. The most sought-after paddles can go for up to $150.

​Understandably, some more severe wall street investors might be skeptical of getting involved with a product with a name like pickleball. But if athletes like Lebron James, Patrick Mahomes, Naomi Osaka, and Tom Brady take the sport seriously enough to invest in MLP, it is at least worth a second glance.

Recognize the value of looking beyond the surface. The success of celebrities investing in the Major League Pickleball team highlights the power of unconventional perspectives. In the case of Pickleball, it's not just about the sport itself, but the potential for creative licensing opportunities.

This example underscores the importance of finding unique angles and exploring untapped markets, much like these celebrities have done with Pickleball's fashion and lifestyle aspects.

Remember, innovation often arises from seeing things differently.