Swoosh enters booming racquet sport with world No. 1 as global ambassador in apparel and footwear partnership.
Nike has signed its first-ever pickleball athlete, inking a long-term apparel and footwear deal with Anna Leigh Waters, the world’s No. 1-ranked women’s player. The partnership marks a strategic entry into one of the fastest-growing sports globally and positions the 18-year-old phenom as Nike’s global pickleball ambassador.
While financial terms remain undisclosed, the deal comes as pickleball participation in the US surged 311 percent over three years to 19.8 million players in 2024, according to the Sports & Fitness Industry Association (SFIA). Waters will debut her Nike kit at the Carvana Masters in Rancho Mirage, California, this week.
“Growing up, I watched my idols wear the Swoosh in their biggest moments, so joining the Nike family is a dream realized,” said Waters. “Nike is the gold standard in performance and I can’t wait to step onto the court representing a brand that believes in the same relentless pursuit of greatness that drives me every day.”
The deal follows Waters’ paddle sponsorship with Franklin Sports, announced Jan. 8, which industry observers estimate could be worth $10 million (€9.6m). Her previous apparel partnership with Fila expired in 2025.
Strategic timing for Nike’s turnaround
The signing comes as Nike navigates a challenging turnaround under CEO Elliott Hill. Pickleball’s explosive growth—particularly among the 25-34 age demographic, which represents 16.7 percent of all players—offers Nike a pathway into a sport that bridges tennis, lifestyle and mass participation.
Waters brings unmatched credentials: 181 Professional Pickleball Association (PPA) gold medals, 39 career triple crowns, and simultaneous No. 1 rankings in singles, doubles and mixed doubles. She became the youngest professional pickleball player at age 12 in 2019. Beyond prize money, Waters earns an estimated $2 million (€1.9m) annually from the United Pickleball Association, plus endorsements with Delta Air Lines, DoorDash and Ulta Beauty.
Pickleball’s participation explosion
The sport’s meteoric rise has created opportunity for brands previously hesitant to enter. SFIA data shows casual players (1-7 times per year) grew 56 percent to 13.6 million, while core players (8+ times) increased 28 percent to 6.2 million in 2024.
Globally, the International Federation of Pickleball now counts 78 member countries—double the number from five years ago. The UK saw 65 percent growth in 2024 to reach 40,000 players. Spain reports more than 20,000 participants. India has surged past 50,000 players with nearly 500 courts built in under two years.
European market still nascent
While North America dominates pickleball participation and infrastructure, Europe remains far behind. The global pickleball paddle market—valued at $200 million (€192m) in 2025—sees Europe account for 34 percent of sales, driven by the UK and Spain, according to Business Research Insights. The European Pickleball Federation (EPF) was officially formed on 31 May 2023 by 25 founding national associations, including Austria, Belgium, the Czech Republic, England, France, Germany, Ireland, Italy, Poland, Spain, and Switzerland.
