• by Fern Siegel , October 25, 2023

The pickleball craze is sweeping the nation.

The cross-generational sport claims 36.5 million pickleball players in the United States, according to the 2023 APP Tour's Pickleball Participation Report.

The sport with a funny name is also the fastest-growing one in the country. Which explains why The Picklr, a chain of indoor pickleball courts, announced it is opening 30 new locations across four states — North Carolina, South Carolina, Tennessee, Virginia — and the District of Columbia. That brings the number of its franchises to 110.

To highlight pickleball's popularity, creative director Blaine Hogan of Tessa Films, working with the brand's in-house team, created the "Winner Stays On" spot now running on the company's YouTube channel and Instagram feed.

James Hurlock, chief brand officer at The Picklr, told Agency Daily his company views pickleball as "more than just a sport, it’s a lifestyle." He says the spot is "supercharged and appeals to a wider demographic than most people think. This ad perfectly captures not only the excitement of playing Pickleball, but the special experience that comes with doing it at The Picklr.”

The ad, shot on location at the brand’s headquarters in Kaysville, Utah, positions pickleball as a hip activity enjoyed by a diverse group of players, while raising The Picklr’s brand awareness.

The Picklr, founded in 2021, is on track to open more than 300 courts across the U.S. by the end of 2024. Jorge Barragan, co-founder-CEO of The Pickler, said: "We're not just expanding our footprint — we are creating a movement."

The global pickleball market was valued at $1.3 billion in 2022, according to market reports.