Pickleball’s Pop Culture Takeover Is Officially Underway

Pickleball has officially crossed the cultural threshold. What started as a backyard game with modest buzz is now a full-blown pop culture phenomenon. It’s in Super Bowl commercials, late-night TV specials, reality shows, and movie scripts—and if you haven’t seen it yet, just wait for your next commercial break. From Willem Dafoe and Catherine O’Hara punking pro athletes in a Michelob Ultra ad to E-Trade babies taunting adults on the court, pickleball is no longer playing on the sidelines. It’s the main event.

The list of celebrity appearances reads like a red carpet roll call. Ben Stiller is producing a movie called The Dink. Stephen Colbert hosted a celebrity showdown on a TV special. WNBA stars, tennis legends, Oscar winners, and even the Kardashians have all embraced the paddle. Leonardo DiCaprio reportedly refuses to film before he’s had his daily match, while Jamie Foxx throws eight-hour pickleball parties in his backyard. If that doesn’t scream cultural dominance, nothing does.

Beyond Hollywood, the sport’s growth is equally staggering. With 20 million players and growing fastest among adults under 40, it’s clear this isn’t your grandparents’ hobby anymore. Resorts like Sandals are building courts, ad agencies are writing pickleball scripts, and brands from tequila to tech are cashing in. “Pickleball is not a fad,” said USA Pickleball CEO Mike Nealy. “It’s here to stay.” And at this point, it’s not just here—it’s everywhere.