Nike Signs Pickleball Phenom Anna Leigh Waters

Pickleball continues its rapid ascent, with participation soaring by 311% between 2022 and 2024. In a significant development, Nike has officially entered the sport by signing its first professional pickleball athlete, Anna Leigh Waters. The 18-year-old phenom, already a dominant force and ranked No. 1, was previously sponsored by Fila. Waters will now exclusively wear Nike apparel and footwear for her professional engagements.

While the financial specifics of the Nike deal remain undisclosed, it is expected to enhance Waters' already substantial earnings. She turned professional at age 12 and reportedly commands an annual income of approximately $2 million from the United Pickleball Association. Waters is set to debut her new Nike gear at the upcoming Carvana Masters event in Rancho Mirage, California, concluding on January 18. This signing marks a notable shift for Nike, which had previously shied away from pickleball sponsorship.

The decision to sign Waters and engage more deeply with pickleball appears to be a strategic response to recent business challenges, including poor sales and declining stock prices. Under new CEO Elliott Hill, Nike aims to invigorate its brand by embracing burgeoning sports. This initiative also diversifies Waters' portfolio, which already includes endorsements with Franklin Sports, Delta Airlines, Ulta Beauty, and DoorDash, highlighting her growing influence in the sports marketing landscape.