If you haven’t heard of pickleball yet, you will. With 650% growth since 2013, it’s the fastest growing sport in the world. (Think tennis meets ping pong.) But with all that growth and new brands vying for a slice of the market, how was pickleball’s O.G. paddle manufacturer supposed to stay on top?

That was the question Paddletek asked us to answer. They’ve been making the best paddles in the game since before pickleball evolved into the competitive sport it is today. But their old identity felt out of step with the current generation of players, and upstarts were claiming market share.

To reach new players, Paddletek needed a younger, more competitive feel. So Y&L completely reshaped the brand, giving them a fierce, athletic edge. A new logo, visual identity and website positioned them as the longtime leader and still the reigning champion.

Then we relaunched the brand with the “Let’s Go Again” campaign, turning a common phrase on the court into a rallying cry. Since the sport’s best players swing Paddletek, we put them front and center—driving home the message that elite athletes trust Paddletek to take their game to the next level.

Our goal was to defend Paddletek’s title as No. 1 in the game, plus broaden their audience by appealing to young players. And it worked: in the first five months, Paddletek tripled their year over year online sales, and since the relaunch, they’ve grown their Instagram following by 44%. In fact, fans loved the rebrand so much one player shaved the new logo into his head.