Why Nike is finally investing in one of the fastest-growing sports in the world

Core Insights - Nike is shifting its strategy regarding the rapidly growing sport of pickleball by signing Anna Leigh Waters, the top-ranked pickleball player, as its first sponsored professional athlete in this sport [1] Company Strategy - The decision to sponsor Anna Leigh Waters indicates a proactive approach by Nike towards engaging with the pickleball market, which combines elements of tennis, badminton, and ping-pong [1]