In this latest edition of Culture Bites, Anna Bollinger, BMF’s executive planning director, writes that pickleball, despite the mocking it can receive, is a powerfully modern interpretation of a ‘third space’ and brands should be looking to leverage it to connect with consumers.
These days, people fall into two camps; those who’ve heard of pickleball and wonder if it’s a joke, and those already deep in the ‘pickleverse’.
Often described as “tennis lite”, pickleball is actually more a blend of badminton and ping pong. As pickle fever takes hold in Australia, it is now the fastest growing sport both here and globally.
In many ways, pickleball has the makings of a modern-day cult: a fascinating origin story, a bit of influencer drama, a dedicated and evangelistic following, and unique rituals—paddle taps, dink-offs, court-side couture (yuppie aesthetic meets ’90s prepsters) and an exclusive lingo including terms like “kitchen”, “dink”, “dillball”, “falafel”, and getting “pickled”.
While the word “cult” can carry negative connotations, this one is all about inclusivity, joy, and community. With a low cost to play and wide appeal as a gateway into and out of classic tennis, pickleball brings together players from Gen Z to retirees, and all walks of life. Its egalitarianism and accessibility break through social boundaries, creating an atmosphere where everyone’s welcome on the court.
Despite its meteoric rise, pickleball still gets its fair share of playful ribbing in the brand world. From Subway’s Pickleball Club to the impending Camp Pickle, E*TRADE’s Super Bowl picklebabies and Matthew McConaughey’s pantless pickleball moment with Aprés Pickle, it’s clear brands are having some fun with the trend.
But there’s more to pickleball than novelty. Its ascent marks the return of something truly meaningful—the reimagining of the “third space.” In a time when technology and pandemic lockdowns have been said to kill-off third spaces, pickleball is proving them wrong.
Originally defined by sociologist Ray Oldenburg in 1982, third spaces are social hubs outside home and work where people come to connect, unwind, and belong. Think libraries, RSLs and coffee shops like Friends’ Central Perk, except in today’s world of remote work, many cafés have morphed from mingling spots into ad-hoc co-working spaces. Hence, social sports like pickleball, run clubs or hip-hop collectives (shoutout to Raygun) have exploded in popularity. There’s even pickleball breakouts in prison.
That’s because in true third places, hierarchies dissolve; they are places where people can show up without status or excessive spending, levelling the social playing field. Pickleball brings back that vibe—as an unpretentious space where community thrives.
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.
