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Rolang Piocuda
Work
Culture
ABOUT
Pickleball-mania
Summary | Pickleball was invented in 1965 and started to gain interest among senior citizens in the 80s. Today Pickleball is going mainstream, and popular among all age groups. To reach these new target audiences, we positioned Pickleball as the ultimate "equalizer" sport where the best Pickleball players look like your grandpa, mom, sister, brother, best friend, or lazy uncle.
What I did:
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Watched a lot of Football to get into the sports mindset.
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Found & Interviewed the daughter of one of the Pickleball founders.
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Social listening to see what the Pickleball craze is all about.
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Determined every mainstream sport is as competitive as their stat sheets.
Background:
What started as a backyard game is now the fastest-growing sport in the U.S.
Pickleball was created in 1965 by Joel Pritchard, Bill Bell, and Barney McCallum. The sport is a combination of tennis, badminton, and ping-pong. In 2020, amid a pandemic, Pickleball experienced a 21.3% increase in players. It is currently recognized as the fastest-growing sport in the U.S. by the Sports & Fitness Industry Association.
Client Ask:
Help the USA Pickleball Association capitalize on this pickleball-mania moment.
Challenge:
Position pickleball as the ultimate sport for all ages, genders, and body types without removing the competitive nature of the sport.
Then
Now
VS
“When the sport was picking up 40 years ago, the main target for the association was seniors.”
Anne Crawford
(Daughter of the inventor)
Audiences:
Young at Heart & Competitive
1/3
Truth:
People of all ages and skillsets are getting addicted to pickleball.
People are attracted to pickleball because it is wallet-friendly. You can buy all the gear you need for as low as $30. The setting also lends itself well for socializing. The games are short, making it normal for people to coordinate outings with large groups.
Insight:
What really matters is invisible to the eyes.
We have all heard the saying “you look like you play...” a phrase to point out typical physiques associated with specific sports. A term that does not apply to Pickleball. The game’s inclusivity caters to all body types, ages, and genders.
“Almost everyone can pick up pickleball, but it takes time for them to build strategies.” -Kim
“On the court, it’s usually a balance between the super athletic players taking on the super strategic ones.” -Anne
Strategy:
In Pickleball, Brain Bullies Brawn.
Creative Concept:
Strike Wisely
In Pickleball, it doesn’t matter if you’re bigger, faster, or stronger. Because strategy is king. The best players might look like your grandma, dad, or little sister. There’s no way to tell the sharks from the scrubs. No one is safe. Are you a competent athlete? In basketball, football, or rugby? Well good luck, because there are no shortcuts in pickleball. Your brawn won’t save you here.
In this game...only the best mind wins. Strike Wisely.
Out of Home
Located:
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Residential Areas (Near Tennis Courts)
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Schools and Universities
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Sports Arenas and Stadiums
Universities
1/6
Social Activation
Put your G.O.A.T. to the test.
#pickyourpickler
Twitter Trolling Extension
Why stop with athletes when we're testing IQ? Send in your favorite debaters to see if they come out victorious.
Sponsored Ads
We are creating a voice for the USA Pickleball Association that other brands with similar personalities can get behind.
smartwater
Twix
Taco Bell
smartwater
1/3
Team Tracy Okafor (CBM/AD), Danny Todesca (CW), Sean McSherry (AD), Jay Do (AD)
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