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Nike, Inc. (NKE) stock traded at $66.39 during the latest session, up 1.15%, after the company announced its first-ever partnership in pickleball by signing 18-year-old star Anna Leigh Waters.

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The deal marks Nike’s formal entry into one of the fastest-growing sports in the United States and signals a strategic expansion of its athlete roster during a critical turnaround phase.

Waters, the top-ranked pickleball player in the world, will represent Nike in both apparel and footwear across all professional competitions. She will also serve as a global ambassador for the brand as pickleball continues to gain mainstream visibility and commercial traction.

Nike Makes Its First Move Into Pickleball

The partnership makes Waters the first pickleball athlete to join Nike’s global roster. While financial terms were not disclosed, the agreement covers all events and tournaments, replacing Waters’ previous apparel and footwear deal with Fila, which expired in 2025.

NIKE SIGNS ITS FIRST PICKLEBALL ATHLETE

MASSIVE day for pickleball, bad day for its haters

Anna Leigh Waters signs long term apparel and footwear deal with @Nike pic.twitter.com/cKAtQvr8Pq

— The Dink Pickleball (@Pickleball) January 13, 2026

Nike has historically been cautious about entering emerging sports categories, preferring to wait until scale and cultural relevance are clear. Pickleball’s explosive growth over the past several years appears to have reached that threshold. Courts, leagues, and sponsorships have expanded rapidly, creating a new performance and lifestyle market that aligns with Nike’s brand reach.

A Historic Year for Anna Leigh Waters

Waters enters the Nike partnership after a record-setting year. She is currently ranked No. 1 in women’s singles, doubles, and mixed doubles, a rare feat in professional pickleball. Her career includes 181 gold medals and 39 triple crowns, achieved by winning singles, doubles, and mixed doubles at the same event.

Her professional journey began in 2019 when she became the youngest pro pickleball player at just 12 years old. Since then, she has emerged as the sport’s defining figure and a key driver of its popularity. Waters recently signed a paddle deal with Franklin Sports and maintains endorsement agreements with major brands such as Delta Air Lines, DoorDash, and Ulta Beauty. She reportedly earns about $2 million annually from the United Pickleball Association.

Waters said joining Nike fulfilled a long-held dream, noting that the brand represents the gold standard in performance and aligns with her competitive mindset. Her Nike debut is set to take place at the Carvana Masters in Rancho Mirage, California.

Strategic Fit With Nike’s Turnaround Plan

The deal comes as Nike works through a multi-year turnaround under CEO Elliott Hill. The company has faced slowing sales, margin pressure, and a prolonged stock slump, prompting a renewed focus on sports authenticity and athlete-led branding.

By aligning with a dominant, young athlete in a rapidly growing sport, Nike reinforces its strategy of grounding growth in performance categories rather than lifestyle-only trends. Pickleball also offers a way to reach older, younger, and recreational athletes at the same time, broadening Nike’s consumer base.

Financial and Valuation Backdrop

Nike’s financial profile remains mixed. The company generates roughly two-thirds of its revenue from footwear and operates across basketball, running, football, and training. Recent results show modest revenue growth but declining margins, with operating margin under pressure and earnings growth down sharply year over year.

From a valuation standpoint, Nike trades at a premium. Its price-to-earnings ratio sits near historical highs, raising concerns about near-term upside. Analyst sentiment remains cautiously optimistic, with a consensus target price above current levels, reflecting confidence in the long-term brand despite near-term challenges.

Why the Market is Watching This Deal

Nike’s entry into pickleball is less about immediate revenue and more about positioning. The partnership with Anna Leigh Waters gives Nike instant credibility in a sport that is transitioning from niche to mainstream. For investors, the move highlights how Nike plans to reignite growth by expanding into new performance categories while staying anchored to elite athletes.

As pickleball continues to scale globally, Nike’s early presence through a dominant ambassador could prove valuable in shaping the sport’s commercial future.

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