Pickleball gets dismissed as a retiree pastime, but Paddletek’s new campaign isn’t laughing. Created by Young & Laramore, “Not A Real Sport” confronts the perception head-on, pairing stereotypes with intense visuals from 18-year-old phenom Anna Leigh Waters—the top-ranked women’s player in the world.
The spot flips clichés like “not a real athlete” and “not real work” against clips of Waters dominating the court. It’s a direct challenge to skeptics, including Charles Barkley, who once quipped he didn’t want to play with “80-year-olds.”
As the fastest-growing sport in America attracts brands like Adidas, the campaign doubles down on Paddletek’s status as a pioneer—founded in 2010—and its commitment to serious, high-level play.
“We’re just saying what players already know to be true. At the highest levels, this sport demands intense physicality and hard work,” said Trevor Williams, Principal and Executive Creative Director at Young & Laramore, which has done project work for Paddletek since 2019. “We want to champion them: the diehards, the ones who truly love the game. By connecting Paddletek to the fast, physical style of play captivating players and fans, we’re proving it’s the paddle for serious competition.”
The push includes broadcast, digital, and social media placements across platforms like ESPN, FoxSports, CBS Sports and PickleballTV.com. And it’s not just branding—it’s a message to players: this game is real, and so are the athletes playing it.
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Kyle O’Brien is managing editor of Indie Agency News.
