Spots featuring champions working on their game are part of a continuing campaign from Young & Laramore
Nov 17, 2022
It feels like overnight pickleball has gone from a niche hobby to the fastest growing sport in the world. Now Pickleball paddle company Paddletek is looking to stand out by speaking to younger, more competitive players with a spot that somewhat resembles the kind of advertising we see from more established sports.
The campaign, dubbed “Moments of Glory,” is a continuation of a 2019 rebranding campaign, “Let’s Go Again” by Young & Laramore. The newest spots focus on pickleball champions like pickleball U.S. Open champion Catherine Parenteu and 15-time USA Pickleball Association nationals medalist Kyle Yates. The spot highlights how public “moments of glory” wins are made with “early morning practices and late-night drills” that fans don’t see.
“What was seen as an elderly sport is getting more competitive and younger,” said Trevor Williams, principal and group creative director at Young & Laramore. “[Paddletek] knew that their brand looked dated, and wanted to appeal to that younger demo. This campaign is for that experienced player with a competitive mindset.”
The campaign spots will run during pickleball game TV broadcasts, as well as on social media and in pickleball magazines.