Pickleball Is the Fastest-Growing Sport in America, and Reebok Just Made a New Shoe For It
Lotto is doubling down on pickleball, and Dick’s Sporting Goods will play a role in its latest push.
One month after announcing a strategic partnership with the Brooklyn Aces, a Major League Pickleball team, Lotto has revealed its first U.S. pickleball collection, which will be sold via Dick’s Sporting Goods .
The Italian sports brand’s U.S. pickleball collection will include footwear for both men and women, as well as equipment. The footwear includes its Mirage and Raptor franchises, which will retail from $70 to $150, and the equipment consists of three paddles — Ultimo Pro, Ultimo and Arco — that will range in price from $150 to $250. The range can be purchased via Dickssportinggoods.com , as well as in select stores.
“We are enjoying tremendous success with our soccer and tennis lines at Dick’s Sporting Goods, and we are excited to strengthen our partnership with the leading sporting goods retailer as we introduce our innovative pickleball collection to a wider audience,” Effy Zinkin, chief operating officer at Lotto owner WHP Global, said in a statement. “This collaboration underscores our commitment and strategic vision for growing the Lotto brand in emerging sports categories like pickleball.”
Aside from its efforts with Dick’s Sporting Goods, Lotto announced it has added Major League Pickleball and PPA Tour athlete Pablo Tellez of the Brooklyn Aces to its ambassador roster.
“Adding Pablo Tellez to our roster of pro athletes is a strategic move as we build a presence in pickleball, the fastest growing participation sport in the U.S.,” Jameel Spencer, WHP Global chief marketing officer of fashion and athletic verticals, said in a statement. “With our pickleball collection now at Dick’s Sporting Goods stores and online, we are applying the same meticulous approach and attention to detail that has made Lotto world-renowned for innovation and performance in footwear and apparel for over 50 years.”
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Tellez added, “Having the chance to represent a brand like Lotto with such a long-standing heritage in sports is an amazing opportunity. I have never worn more comfortable footwear. Lotto’s shoes really help me compete at my highest level. I’ve noticed since joining Lotto a new comfort level on the court and the Lotto Ultimo pickleball paddle has taken my game to the next level.”
Aside from Tellez, Lotto also confirmed it has added former tennis player Jhonnatan Medina Alvarez —now a pickleball player and private pickleball and tennis coach — to its ambassador roster.
In June, announced a strategic partnership with the Brooklyn Aces , joining an ownership group that includes Kevin Durant, Rich Kleiman, Drake, Michael B. Jordan and others. Aside from having ownership group of a professional pickleball team, Lotto confirmed its branding would be integrated into the Brooklyn Aces logo and on player apparel.
Lotto’s investments into pickleball are coming as the sport’s participation in the U.S. continues to skyrocket. In its 2024 Topline Participation Report, the Sports & Fitness Association (SFIA) stated for the third year in a row, pickleball was the fastest-growing sport in the U.S. Participation grew 51.8 percent in 2023 over the year prior, according to SFIA, and has increased 223.5 percent in three years.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
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