Brand Tone

Aspirational, innovative, and community-focused

Brand Values

• •Innovation
• •Inclusivity & Community
• •Excellence & Performance
• •Growth of the Sport
• •Legacy & Trust

Best Practices

• •Player-Centric Language: Always focus on the player's journey, aspirations, and experience, whether they are a beginner or a pro.
• •Highlight Innovation (Subtly and Overtly): Weave in mentions of technology, design advancements, and the "why" behind Joola's product features.
• •Foster Community: Use inclusive language, encourage interaction, and showcase real players and community stories when possible.
• •Maintain an Aspirational Edge: Connect Joola products to achieving potential and high performance, inspired by their professional athlete endorsements.
• •Be Transparent and Authentic: Especially in addressing challenges or product updates, maintain an honest and direct line of communication to build and maintain trust.

Social Perception

Major and influential brand in the pickleball world, known for high-performance paddles and its association with top players

Copy Examples

• •Unleash your inner champion. Joola Pickleball – Innovation in every swing.
• •From your first dink to your winning volley, Joola is with you. Join the community, feel the difference.
• •Engineered for power. Designed for precision. Experience the next evolution of pickleball with Joola's [New Paddle Name].
• •More than just a paddle, it's a partnership. Elevate your game with the gear trusted by World #1 Ben Johns.
• •The court is calling. Grab your Joola and be part of the fastest-growing sport in the nation. #JoolaPickleball #PlayWithPassion