BMF's Executive Planning Director Anna Bollinger, took part in B&T's Culture Bites series, discussing how pickleball can be a powerful tool for brands to leverage in their quest to connect with consumers.
"By supporting spaces where people gather to play, brands can create powerful emotional connections and unforgettable experiences. Pickleball’s rise perfectly taps into the mega trend of sports and entertainment merging, opening fresh opportunities for brands to connect. In Australia, Lululemon brings its lifestyle brand to life by hosting free yoga classes in parks, while Hahn joins the action with Strava, rewarding anyone who completes a 5K run with a beer discount. Globally, IKEA is experimenting with in-store raves; as creative director Marcus Engman puts it, they’re “envisioning new ways of doing retail while meeting people.
“As pickleball courts fill up, brands have a rare chance to join in—not just as spectators but as real participants in this cultural moment. After all, it’s more than a game; it’s a chance to belong."