Nike has signed the world's No. 1 in pickleball Her name is Anna Leigh Waters, and it is such an important move
There is a racquet sport that, at least overseas, is setting the standard and has grown exponentially: pickleball. According to the annual reports of the SFIA, it has been the fastest-growing sport in the United States for four consecutive years, with over twenty million players (approximately +45% year-over-year) and a network of public facilities that has exploded in major cities. Urban parks have seen the rise of circuits and tournaments, and even temporary arenas — including those recently set up in Central Park — hosting mass sessions and corporate events. Its success shares the same secret as padel: low costs, high social engagement, and a fresh, youthful environment. Demand has grown so much that the word “pickleball” is now among the most recurring keywords in high-end hospitality and real estate listings.
The partnership with Anna Leigh Waters
Given this exponential growth, especially at the amateur level, Nike has officially entered this sport by signing the world number one, Anna Leigh Waters, taking her from her previous partnership with FILA and officially adding the first pickleball athlete to its roster, who will also become a global ambassador. For now, however, the partnership is expected to consist solely of wearing the Nike Court collection. The player has been described by Forbes as the “most marketable player in pickleball,” thanks to her strong social presence and a complete personal and professional rebranding process. Additionally, another sponsorship has been finalized regarding the paddle she will use: Anna Leigh Waters is leaving her previous supplier, Paddletek, to join Franklin Sports, for which she will not only provide product insights but also develop a signature line of bags and paddles.
On and Nike: Padel and Pickleball
Nike’s strategic move comes immediately after On announced the addition of the world number one padel player, Arturo Coello, to its roster of elite athletes, confirming the exponential growth of interest in racquet sports among major sportswear players. Although padel and pickleball do not yet — and perhaps never will — have the aura and coolness of tennis, nor are they close to developing into industries with the same appeal and revenue, they remain fun and accessible sports that attract a broad and diverse fanbase, particularly among players. In other words, the popularity of these two sports has grown so much that it can no longer be ignored by a giant like Nike (and by a rising company like On, if we also consider padel).
Considering Nike’s decreased presence in some minor sports over the past few years — golf above all — it is reasonable to interpret the signing of Anna Leigh Waters as a strategic bet: if pickleball reaches an even more mainstream level, the investment will prove a winning bet. We can therefore expect that, at least in the first months of the sponsorship, Anna Leigh Waters will wear exclusively Nike apparel and shoes; in the meantime, the brand secures the name of the most promising athlete in this sport.
The potential of pickleball
Finally, pickleball players adopt a sponsorship approach very similar to that of tennis and padel players. Everything an athlete wears on court — equipment, apparel, or accessories — becomes a significant sponsorship opportunity, as cameras continuously capture the players for long periods during matches. Eyewear, shoes, clothing, jewelry, and watches are the product categories in which players can explore sponsorships; anyone who follows professional tennis probably knows which necklaces Aryna Sabalenka wears (Van Cleef) or which watch brand sponsors Wimbledon — naturally, Rolex. Pickleball players have not yet reached the point of wearing $10,000 jewelry on court, but they are getting closer, and breakthrough sponsorships with global companies like Nike help pave the way.
