Retail World Overlooking Pickleball’s Rapid Growth: Pickleball took the spotlight at the 2025 eTail West event in Palm Springs, as interest in the sport continues to rise. With nearly 20 million players in the U.S., brands and retailers are being urged to develop gear tailored to the fast-growing and inclusive game.
Pickleball’s growth across ages and skill levels has made it a social, accessible sport. Retailers have supported its rise by converting unused stores and mall areas into courts. However, a gap still exists in clothing, shoes, and accessories designed specifically for pickleball players.
Retailers Rely on Other Sports Gear
Many major retail chains offer tennis or golf items for pickleball. While helpful, these products don’t fully support the sport’s needs. Independent stores and pro shops serve local demand, and online platforms like Etsy sell custom pickleball gear. Still, in-person shopping options remain rare.
Brands Miss Sport-Specific Needs
Market.US News expects the global pickleball market to grow from $2.2 billion in 2024 to $9.1 billion by 2034. Despite this growth, big athletic brands have not created pickleball-specific items, instead repurposing gear made for other sports.
Some smaller brands are stepping up. Winners Edge, Selkirk Sport, and PB5star are building new lines for pickleball players. These brands featured products and hosted games at eTail West to show the sport’s appeal.
“We identified an unfilled gap in the market for all things pickleball, especially shoes that support nuances like lunges, hits, and side-to-side movements that occur in the game,” stated Angela Caltagirone, chief digital and marketing officer at PB5star.
“Purpose-built products allow players to enjoy the game safely and to avoid injuries.” – (Angela Caltagirone)
Why Pickleball Was at eTail
Pickleball was chosen as the featured sport at eTail West because it builds community and is easy to learn. The event included a tournament hosted by PB5star to showcase the sport to brand leaders and attendees.
“Our event is all about building a community while having a great time, and we could think of no better activity than pickleball to marry those two ideas together,” said Elizabeth Robillard, portfolio director for eTail Palm Springs & Boston, Worldwide Business Research.
“And we like to introduce attendees to emerging trends and brands, so it was natural to partner with PB5star for our eTail Pickleball Tournaments.” – (Elizabeth Robillard)
A Missed Opportunity for Many
Pickleball has been America’s fastest-growing sport for four straight years. Players want products made for their game, and some brands are listening. But many retailers are still behind. As the sport grows, so does the need for better gear and more in-store experiences.
News in Brief: Retail World Overlooking Pickleball’s Rapid Growth
Pickleball took center stage at eTail West 2025 in Palm Springs. With nearly 20 million U.S. players, the sport is booming. Still, big brands are slow to release pickleball-specific gear. DTC brands like PB5star are stepping in to fill the gap with purpose-built shoes and apparel.
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