Pickleball: The Viral “Dropshot” of Young People and a “Rally” Full of Potential for Brands

Pickleball is quickly rising to the top, overtaking many traditional sports and attracting a growing number of players. Part of its popularity comes from exciting techniques such as the dropshot – a soft shot that makes the ball land close to the net, leaving opponents struggling to reach it – and long rally exchanges – a back-and-forth sequence of shots between both sides that demands patience and subtle tactics. Sports brands have been quick to use influencer marketing to ride this craze, creating engaging promotional campaigns. The combination of high entertainment value and effective digital marketing strategy has turned Pickleball into a global phenomenon.

Pickleball – The New Sports Craze Captivating Young People

Pickleball is now the fastest-growing sport in the United States, with an impressive growth rate of 39.3% in just two years, 2022 and 2023. Since then, Pickleball has spread across the globe and attracted players of all ages.

Notably, Pickleball is becoming increasingly popular among users of Match Group – the company that owns well-known dating apps such as Tinder, Hinge, OkCupid, and Plenty of Fish. Since the beginning of 2023, the number of times users mention Pickleball in their profiles has risen by more than 300%, and by 2024, Pickleball had become one of users’ top interests.

Pickleball’s explosion is due in part to the strong influence of social media platforms. Young people are increasingly interested in a healthy lifestyle and often discover sports through Facebook, Instagram, TikTok, and X (formerly Twitter). Health-related content is being consumed more than ever, which shows how this habit is growing, and Pickleball is no exception, having become one of the standout search topics recently.

In Vietnam, although Pickleball has been around since 2018, it has only recently become a real sensation. The buzz has been stirred up even more by controversy over the outfits worn by female athletes. Photos of sexy outfits on Pickleball courts were widely shared, drawing mixed reactions. Many people argued that Pickleball was being turned into a “show-off” or “posing for social media” trend. Yet it was precisely this controversy that unintentionally made Pickleball even hotter in the public eye.

Vbiz Stars Race to Follow the Pickleball Trend

Pickleball is exploding into an irresistible trend in Vbiz (Vietnamese showbiz), as a wave of famous stars rush to join in. Big names such as Phương Ly, Andree, and Hiền Hồ, along with beauties like Tiểu Vy, Thùy Tiên, and Tường San, have all shown great enthusiasm for the sport. They not only practice diligently but also actively check in on the court and share photos on social media, helping to highlight Pickleball’s appeal. The fresh, glamorous images of the stars on the court add to the sport’s attraction and encourage more people to join in.

As the movement gains momentum, outfits on the court have also become an essential part of “posing for social media.” After the mixed reactions to revealing outfits, many Vbiz stars chose to make their own mark with unique workout clothes. For example, Quỳnh Nga, Quỳnh Kool, and Bạch Lan Phương made an impression with modest, flowery pajama-style outfits, creating a completely new look. These choices are not only a humorous response to the comments about outfits but also show off the stars’ creative personalities, making Pickleball stand out even more and attract even more attention.

Brands Seize the Pickleball Craze

As Pickleball exploded, brands at home and abroad quickly seized on the trend to make a strong impression. According to a report from SponsorUnited, from April 2022 to April 2023, as many as 150 brands partnered with Pickleball organizations, shaking up the advertising market with creative and engaging campaigns.

For example, E-Trade, famous for its humorous ads featuring babies with adult voices, launched the “Picklebabies” campaign. In this campaign, adorable babies not only play Pickleball but also discuss financial investing, creating a message that is both fun and meaningful – investing is as easy as playing Pickleball.

The Pickleball fashion brand J. Pritchard, founded by Steve and Darren Gable, also quickly joined the wave. They rolled out a distinctive influencer strategy with limited-edition collections of sports caps for VIPs such as CEOs and founders, along with Pickleball leggings, sweaters, and skirts for influencers. Positive feedback from well-known figures helped J. Pritchard’s products spread widely across many marketing channels, from social media to outdoor advertising and word of mouth.

In Vietnam, the rise of Pickleball opens up new opportunities for fashion and entertainment brands. SKECHERS, for example, launched its Skechers Viper Court line just as Pickleball became popular, drawing players’ interest. Beyond fashion, Pickleball is also driving the growth of entertainment venues, with new courts being built and courses and tournaments being organized, enriching the player community and cementing its solid position in the market.

Discover Pickleball’s Appeal to Young People

Although it has been in Vietnam for many years, Pickleball has only recently truly exploded and captured the attention of young people. This boom comes from the growing demand for physical and mental well-being, while young people’s time and energy are often limited. Pickleball fully meets this need by perfectly combining entertainment with fitness.

Unlike traditional sports such as table tennis or badminton, Pickleball is much simpler in technique and requirements. Players need only 2-3 basic sessions to master the rules and how to play, and then they can jump right in. The sport stands out for its flexibility, allowing play in many locations from a home yard to a parking lot, which makes it more convenient than other sports.

The cost of Pickleball is also very reasonable. Court rental starts at just 150,000 VND – 250,000 VND/hour, and many courts also rent out paddles to beginners. Pickleball paddles range from 800,000 VND to under 2 million VND, with more premium options if needed. Coaching costs about 500,000 VND/session. Compared with other racket sports, Pickleball stands out for its perfect combination of quality and price, saving both time and money.

In terms of health, Pickleball is no less beneficial than other sports, burning 400-500 calories per hour, only slightly less than soccer. The sport improves stamina and flexibility and suits people of many ages. In addition, the attractive design of the outfits and equipment makes Pickleball even more appealing to young people, turning check-in photos into an indispensable part of the experience.

From a communications perspective, Pickleball stands out for its ability to connect people of all ages and skill levels. The sport’s dynamic nature makes it easy to create engaging content such as tutorial videos, making promotion easier and more effective than ever.

Conclusion

Pickleball’s appeal comes not only from the social media craze but also from the practical benefits it offers in health, time, effort, and cost. The sport’s rapid boom opens golden opportunities for fashion and entertainment brands to reach and attract consumers creatively and effectively. At the same time, it reflects the increasingly strong trend of searching for and consuming health-related content on social media platforms. Brands should skillfully seize this trend to adjust and strengthen their communications strategy, ensuring relevance and success in the modern digital world.

>> See more: Turning Scandal into “Entertainment”: When Tragedy Becomes a Pastime on Social Media Platforms

By Hải Yến

Source: MarketingAI