The Story Behind the Pickleball Paddles in the Michelob Super Bowl Ad

The Michelob Ultra Super Bowl ad starring Willem Dafoe and Catherine O’Hara has caught the attention of the pickleball world—but aside from the star-studded cast, there’s another major highlight: the distinctive gold-edged paddles wielded by the hustling duo. These paddles, designed by Dope Pickleball, are the brainchild of Domenic Fotino, an entrepreneur who spent years perfecting the first-ever chrome-gold edge guard paddle.

Fotino’s vision for Dope Pickleball (which stands for “Disruptively Original Pickleball Equipment”) was to create a product that was not only technically sound but visually striking—inspired by the opulence of Las Vegas high-roller culture. His journey from selling furniture to fund production to a last-minute Super Bowl commercial deal is the stuff of entrepreneurial legend. Now, in partnership with Sean Bollettieri, Dope Pickleball is launching “The Disruptor Collection,” a tribute to game-changers in the sport.

With sold-out preorders and Hollywood knocking, Fotino’s paddles have become the breakout star of the biggest advertising event of the year. Could this be the biggest marketing win pickleball has ever seen?