What's Happening?
Nike has signed its first pickleball deal with Anna Leigh Waters, the No. 1-ranked pickleball player, marking the company's entry into the rapidly growing sport. Waters, who is 18 years old, will represent
Nike in apparel and footwear at all her events and professional tournaments. She will also serve as a global ambassador for pickleball under the Nike brand. This partnership follows Waters' previous deal with Fila, which expired in 2025. The agreement comes as Nike is undergoing a turnaround plan under new CEO Elliott Hill, aiming to revitalize its brand amid lagging sales.
Why It's Important?
This deal signifies Nike's strategic move to tap into the burgeoning popularity of pickleball, a sport that has seen significant growth in recent years. By partnering with a top athlete like Waters, Nike positions itself to capture a share of the expanding market and appeal to a younger, dynamic audience. The partnership also reflects broader trends in sports marketing, where brands are increasingly investing in emerging sports to diversify their portfolios and reach new consumer segments.
What's Next?
As Waters debuts her Nike partnership at the Carvana Masters in Rancho Mirage, California, the sports community will be watching to see how this collaboration influences the visibility and commercial appeal of pickleball. Nike's involvement could lead to increased sponsorship and media attention for the sport, potentially driving further growth and participation. Other major sports brands may also consider similar moves, leading to increased competition and innovation in the pickleball market.
