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The Rise of Pickleball
Bruce Hamilton
May 05, 2025
Pickleball isn’t just having a moment, it’s having a movement. What started as a backyard game has exploded into America’s fastest-growing sport, backed by celebrities, flooded with brand dollars, and embraced by millions. This week, we’re diving into how pickleball became the new cultural phenomenon, why it resonates across generations, and what its rise says about the future of community, wellness, and IRL connection.
This week in pop culture & business
Nike facing class action lawsuit from people who purchased RTFKT NFTs
Nike is facing a class-action lawsuit over its RTFKT-branded NFTs, with plaintiffs alleging the company misled buyers about the value and utility of its digital assets. The suit claims Nike’s closure of RTFKT left many holders with devalued NFTs. As one of the biggest fashion players in the Web3 space, Nike’s legal battle could set a major precedent for how brands handle NFT drops, expectations, and transparency with consumers.
Grand Theft Auto VI delayed to May 2026
The delay of Grand Theft Auto VI is sending shockwaves through the video game industry, with many publishers now reshuffling release schedules to avoid clashing with Rockstar’s blockbuster title. Originally expected in late 2025, the game’s push to May 26, 2026 has opened a massive gap in the release calendar. Analysts say the ripple effect highlights just how dominant GTA remains, as studios seek to avoid being overshadowed by one of the most anticipated games of the decade.
Tesla board opened search for a CEO to replace Elon Musk
Tesla’s board was reportedly searching for a potential successor to Elon Musk as CEO, according to sources familiar with the matter. While no immediate transition was planned and search has now halted, the board was quietly evaluating options amid growing investor concerns over Musk’s divided attention between Tesla, X (formerly Twitter), and his other ventures. The move reflects internal discussions about long-term leadership and stability at the electric vehicle giant as it navigates an increasingly competitive market.
Fortnite will return to the iOS App Store after court ruling
Epic Games has won a major legal battle against Apple, with a California federal judge ruling that Apple must allow developers to direct users to alternative payment methods outside the App Store. The decision marks a significant blow to Apple’s tightly controlled app ecosystem and a major victory for Epic, which has long argued that Apple’s policies are anti-competitive. This ruling could reshape how mobile apps operate and monetize across Apple’s platform.
Nike is selling dirty white Air Force 1s brand new
Nike is dropping a bold new twist on a classic with the release of the “Dirty Triple White” Air Force 1s, a pre-scuffed version of its iconic all-white sneaker. The intentionally worn-in look challenges sneakerhead norms around keeping kicks pristine, leaning into a more casual, lived-in aesthetic. Reactions are split, with some embracing the shift and others questioning the $150 price tag for what looks like a beat-up pair of shoes. Either way, Nike is once again sparking conversation by turning convention on its head.
The Rise of Pickleball
It started on a driveway. Now it is a billion-dollar sport.
Pickleball, a hybrid of tennis, ping pong, and badminton, has exploded in popularity over the past few years. What was once seen as a quirky pastime for retirees has become America’s fastest-growing sport, attracting celebrities, athletes, brands, and millions of players of all ages.
So how did pickleball go from niche to nationwide? And what does its rapid rise say about where culture and community are heading?
How Big Is Pickleball Right Now?
The numbers are staggering:
Over 19.8 million Americans played pickleball in 2024 (according to the SFIA report)
It is the fastest-growing sport in the U.S. for the third year in a row
The pickleball industry is projected to surpass $7.9 billion by 2033
From public parks to private clubs to pop-up tournaments in NBA arenas, pickleball is showing up everywhere and it is not slowing down.
Why Is It Blowing Up?
Low Barrier to Entry
Pickleball is easy to learn, fun at all skill levels, and doesn’t require elite athleticism to get started. The smaller court and lighter paddles make it approachable for kids, beginners, and older adults alike.
It’s Social
At its core, pickleball is a community sport. The game is naturally conversational and doubles play is standard, making it as much about connection as competition.
Cross-Generational Appeal
Boomers play. Gen Z plays. Celebrities, pro athletes, and tech billionaires play. It is rare to see a sport genuinely bring together multiple generations in a way that feels organic.
It’s Social Media Content
With its colorful courts, stylish gear, and fast-paced play, pickleball has found a second life on TikTok, Reels, and group chats. It is a vibe, not just a sport.
Who’s Getting Involved?
Pickleball’s rise has been backed by major names across industries:
LeBron James, Tom Brady, and Kevin Durant have all invested in Major League Pickleball (MLP) franchises
Drake and Michael B. Jordan partnered with the Brooklyn Aces
Selkirk, Recess, and The Kitchen are emerging as lifestyle and equipment brands in the space
Celebrities from Kim Kardashian to Leonardo DiCaprio have been spotted playing
Tournaments now feature live music, sponsors, and media coverage. What started on driveways is now broadcasting on ESPN.
What This Says About Culture Right Now
Pickleball’s success is not just about the sport, it is about what it represents.
In a post-pandemic world, people are craving real connection, physical activity, and low-pressure social environments. Pickleball fits perfectly into the cultural shift toward wellness, community, and IRL fun.
It is also a case study in how niche interests scale in 2025. The internet fuels discovery, celebrities fuel hype, and brands build infrastructure around what used to be hobbies.
Where It’s Going?
Leagues are expanding. Investors are circling. Cities are turning tennis courts into pickleball hubs. And now, with the rise of local meetups and lifestyle-driven clubs, pickleball is beginning to mirror streetwear, boutique fitness, and social club culture all at once.
This isn’t a trend. It is a movement. If you haven’t played yet, you probably will soon.
Pickleball is not just here. It’s taking over.
Curated Vibes
Song of the week: “The Way I Love You” by Jorja Smith
Apple Music
Spotify
Movie of the week: Thunderbolts
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