sportstyle

26 • July/August 2024 sportstyle • sportstylemag.com SPORT REPORT / PICKLEBALL "When I went to buy my own gear, every- thing I found was either stylistically dated, looked pretty cheap, or was super expensive," states Baxter. "I wanted a paddle that played really well and could win, but also one that looked like the game felt to me—vibrant and joyful. I was looking for a brand that spoke to the things that I love most about pickleball: e way anyone can learn. e way it can be played anywhere. e way it brings people of all generations, abilities, and backgrounds together. How many sports can you play with your grandparents—and they roast you on the court?" Nettie's retro-inspired collection at Dick's includes a Barbie x Nettie Pickleball Sling Bag, Tote Bag and Pickleball Set, as well as an array of colorful paddles and various sizes of pickleball sets. Retail prices range from $69.99 to $289.99. Me anw hi le, Target is also in on the pick- leball action. Besides offering entry- and mid- level products from the likes of Franklin Sports, Gamma Sports, Selkirk, Joola and Head, in April the retailer launched a limited-time pickleball collection in partnership with tennis and lifestyle brand Prince. e Prince for Target collection— which is also a nod to the fashion-forward athlei- sure movement—boasts nearly 80 apparel, acces- sory and sporting goods items starting at $9.99 with most items selling for less than $50. Key pieces include retro-inspired track suits and pleated skirts and dresses, all in bright colors and patterns that match pickleball pad- dles and accessories. "Partnering with Prince is the perfect way to help pickleball enthusiasts everywhere enjoy the sport that is sweeping the nation, with quality pickleball apparel and sporting goods at prices only Target can offer," states Jill Sando, Target's EVP and CMO of apparel & accessories, home and hardlines. Of course, with their expertise in shoe fitting and their individualized service, specialty sporting goods retailers such as running stores are in a uniquely advanta- geous position to capitalize on pickleball's soaring popularity. "Specialty retailers, especially running shops, have great relationships with customers and there is a highly developed degree of trust," Webb explains. "As people get more serious about the game, they want that spe- cialized service. e [traditional running] customer base now includes pickleball players that require nuanced conversations about product." Toward this end, Boca Raton, FL-based retailer Runner's Edge/Tennis Anyone? is intent on providing top-notch pickleball products and services. "More people are coming in," says Christine DiVito, CFO and buyer at Runner's Edge/ Tennis Anyone? "People who started playing pickleball one-and-a-half to two years ago have either tried it and not continued, or have picked up the sport and are now looking for more advanced product. ey want to up their game." DiVito recalls that two years ago, people poured into the store looking to try pickleball. "We couldn't keep up with demand, especially for entry-level paddles. Now, sales of casual paddles have tapered off and higher-tech paddles are in demand because people want to upgrade. e growth curve leveled off— we're selling fewer paddles, but they're more technical and expensive, going as high as $280 now." She confirms that the sweet spot for paddles is about $150, and the most popular price range is $129 to $199. "People love the Joola C2, and it's a top seller—especially since the price dropped from $250 to $199," DiVito reports. Other in-demand paddle brands include Selkirk, Onix and Paddletek. Interestingly, noise dampening paddles, such as those made by Owl, are not especially popular. "In the beginning, vendors would tell us about their noise-dampening paddles, but consumers didn't really care, and not many people specifically ask for it," says DiVito. "Footwear and paddles are our strongest pickleball categories, especially since many of our tennis customers are also getting pickleball shoes. Two years ago, it was all paddles. Now paddles and shoes are equally in demand." e store has also done well with Swinton Pickleball, a brand that started about three years ago in nearby Delray Beach. "Swinton has been a favorite. It has cute apparel and accessories, plus it's a local company," notes DiVito. Although Runner's Edge/Tennis Anyone? Lotto pickleball brand ambassador Carlos Tellez.

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