After years of monitoring the paddle sport’s rapid rise, Nike has shifted from an observational stance to active investment in pickleball. Earlier this week, the company announced the signing of Anna Leigh Waters, the world’s No. 1-ranked pickleball player, marking Nike’s first-ever professional hire in the discipline. Waters will debut signature footwear and apparel — developed over an 18-month internal R&D process — at the U.S. Open Pickleball Championships in March. Nike estimates sales of its new pickleball line could account for up to 2% of its North America regional revenues by fiscal year 2027, driven by over 4,000 courts added annually across the United States and a 16% year-over-year increase in active players.

Pickleball participation in the U.S. has surged to more than 4.8 million players in 2025, up from 3.4 million in 2023, according to the Sports & Fitness Industry Association. Industry analysts forecast global pickleball gear revenues to reach $1.2 billion by 2028, expanding at a compound annual growth rate of 12%. Nike’s entry leverages its digital ecosystem — including the Nike Training Club app with over 70 million users — to integrate performance tracking and social features tailored for pickleball enthusiasts. This strategic move positions Nike to capture an estimated 20% share of the branded paddle and apparel market within three years, challenging incumbents like Wilson and HEAD.