The demand for pickleball apparel is growing as the sport gains popularity among young consumers. Like #Tenniscore and other preppy fashion styles, pickleball (a combo of tennis, ping-pong, and badminton) is trend of the ‘60s that’s taken off in recent years thanks to a Gen Z-fueled revival. The Sports & Fitness Industry Association recently found that “pickleball attracted 4.8 million U.S. players in 2021 — a 40% increase from the year prior.” In turn, the sport’s corresponding apparel market is rapidly growing—and brands are getting in on it. Adidas has a dedicated pickleball page selling tennis shoes, polo shirts, and tank tops and “Fila sells pickleball crewnecks, flounce skorts and racerback tanks, while Marks & Graham sells a pickleball bag.” Plus, athleisure favorites Lululemon and Athleta feature clothing that goes along with the style. There’s also Civile Apparel, a pickleball lifestyle company that started in 2020, which is specifically targeting young consumers interested in the sport. YPulse research shows that athletic wear is a top fashion trend among Gen Z and Millennials. (Modern Retail)
