Pickleball Takes Korea by Storm: Retailers Invest Big
Pickleball isn't just a sport anymore; in South Korea, it's a full-blown phenomenon, attracting massive investment from major retailers and brands betting big on its future. From dedicated in-store courts to strategic sponsorships, the evidence is clear: the 'running boom' has a new successor.
Key Takeaways:
- FILA has launched Korea's first in-store regulation pickleball court at Lotte World Mall.
- Brands like Skechers and Kwangdong Pharmaceutical are also investing through pop-ups and sponsorships.
- Industry experts see pickleball as the natural successor to the nation's previous 'running boom.'
- Player numbers are rapidly growing, with an estimated 10,000 recreational players and 100 clubs nationwide.
FILA's Grand Slam Bet on Pickleball
The most compelling example of this new trend sits on the third floor of Lotte World Mall in Seoul's Songpa district. Here, FILA and Lotte Department Store have unveiled the FILA Pickleball Club, an expansive 260-square-metre retail space that houses Korea's inaugural regulation pickleball court within a shopping environment. This 13.4 by 6.1-metre court signals a serious commitment to the sport.
Paired with the adjacent Tennis Metro store, the combined 750-square-metre racket sports zone represents a significant allocation of prime retail real estate. This strategic move highlights a belief in pickleball's immense potential, a sport that was virtually unknown in Korea just a few years ago.
More than just a court, the FILA Pickleball Club boasts a comprehensive inventory of 292 items, including FILA's own apparel and footwear, alongside paddles and balls from leading brands like Selkirk and Prince. Court time is readily available via NAVER, priced at 40,000 won on weekdays and 50,000 won on weekends.
Expert full-time coaches offer one-on-one and group lessons in both Korean and English. Notably, former national tennis player and coach Lee Hyung-taik also leads specialized sessions. The transparent strategy here is to keep enthusiasts engaged and playing, transforming browsers into active participants.
Beyond the Court: Diverse Brand Strategies
Not every brand is going all-in with a full-sized court. Skechers, for instance, has adopted a lighter touch at Lotte Mall Eunpyeong. They've set up a pop-up featuring a mini-track and a compact pickleball area, cleverly exposing shoppers to paddles and balls who originally came in for walking shoes and sneakers.
This approach prioritizes exposure, aligning with the broader industry goal of introducing the sport to a wider audience. It's less about building a dedicated venue and more about sparking curiosity and participation.
Meanwhile, Kwangdong Pharmaceutical has chosen an entirely different route: sponsorship. The company forged an official partnership with the Korea Pickleball Association, demonstrating its commitment to the sport's growth. They notably supported the association president’s cup held last month at Oak Valley in Wonju, Gangwon Province.
Their long-term commitment includes supplying their Vita500 Ion Kick drink to association tournaments and events through 2027. This diverse engagement across retail and sponsorship underscores the widespread belief in pickleball's future.
Echoes of a Past Phenomenon: The Next Running Boom?
What unifies these disparate brand initiatives is a historical parallel to an earlier sports craze. FILA recently opened a running-focused store in Seoul Forest and has a 10-kilometre race planned for November, launching its pickleball venture almost simultaneously. Similarly, Kwangdong Pharmaceutical built its sponsorship credentials by backing running and marathon events before pivoting to pickleball.
This pattern suggests more than mere coincidence; it hints at a shared industry hypothesis: pickleball is being positioned as the natural successor to running, poised to become Korea's next mass-participation sport. Brands are leveraging proven strategies from past successes.
The Numbers Don't Lie: A Sport on the Rise
While still modest, the domestic figures provide a compelling rationale for brands to act now rather than wait. Industry estimates place the number of pickleball clubs nationwide at approximately 100, with roughly 10,000 recreational players actively involved.
Clubs specifically targeting players in their twenties and thirties are multiplying rapidly. Furthermore, middle-aged and older individuals, who often find tennis physically too demanding, are increasingly migrating to pickleball. Public facilities are also emerging, such as the one opened at Gwangnaru Hangang Park in Seoul last March, with local governments beginning to integrate the sport into broader community programming.
Lotte's Vision: A Racket Sports Mecca
Park Ok-woo, head of the sports division at Lotte Department Store, articulated the company's ambitious vision. Their goal is to transform Lotte World Mall in Jamsil into a genuine racket sports hub, allowing visitors to enjoy both tennis and pickleball under one roof. This strategy includes plans for more differentiated sports experiences, catering to both domestic and international customers.
Whether Korea's pickleball scene will truly evolve into the kind of mass movement that running once became remains to be seen. However, judging by the significant retail space and financial commitments already being poured into it, a multitude of brands are clearly not waiting around to find out. The future of racket sports in Korea looks vibrant, dynamic, and distinctly pickleball-shaped.
