US – Pickleball is now one of the fastest growing sports in America and fashion company J Crew is taking notice. The brand is partnering with Texan pickleball specialist Recess to release paddles in J Crew’s signature patterns and activewear for the wildly popular game.
In addition to paddles, the collection includes tennis skirts, high-rise leggings, dresses and sports bras, with prices ranging from £29.50 ($34.50, €35.50) to £101 ($118, €118). The clothing company made the decision to enter the growing pickleball market after noticing that the sport was trending on social medial and that J Crew customers were participating in the game.
‘We love it when J Crew customers become our inspiration and show us what they’re up to on social media. Pickleball has been trending on social media and within our audiences, and as one of the fastest-growing sports in America right now, we had to get involved,’ says Lisa Greenwald, chief merchandising officer of J Crew.
By analysing social media activity to develop new products, J Crew is showing how consumer data can inspire clothing for Sportive Affluents.
Strategic opportunity
Fashion companies should monitor social media activity to determine what activities their customers are engaged in to introduce clothing that caters for new interests
