Walmart is teaming up with racket sports booking platform Break the Love to make pickleball more accessible to its consumers. According to the Sports & Fitness Industry Association, pickleball is the fastest-growing sport in the U.S. right now. With the sport’s popularity taking off among Gen Z and Millennials, the big box store wants to give its young consumers, Walmart+ members, as well as store associates easier playing access. So, the partnership is offering 125K free reservations at pickleball venues across the country. When players book a pickleball reservation they’ll have access to “short-form videos, including beginner tips, and 25 planned community events” as well as access to curated pickleball gear. We know the demand for pickleball apparel is growing and YPulse data shows athleticwear is a top fashion trend among young consumers. (Marketing Dive)
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