Tesla has entered the fast-growing pickleball market with a $350 limited-edition paddle that sold out in under three hours, underscoring the company's ability to translate its brand cachet beyond electric vehicles and into premium lifestyle products. The paddle, branded the "Tesla Plaid," debuted Friday and immediately sparked debate over pricing, purpose, and the expanding scope of Tesla's consumer ambitions.
The product was developed in collaboration with Selkirk Sport, a U.S.-based manufacturer specializing in professional pickleball equipment. A Selkirk representative told Business Insider that the paddle sold out in less than 180 minutes after launch and remained unavailable as of publication, though the company said additional inventory would be released next week.
Priced well above the typical pickleball paddle, the Tesla Plaid stands out in a category where high-end gear usually costs under $150, according to Popular Science. The steep premium did not deter buyers, reflecting both Tesla's devoted customer base and the growing popularity of the sport itself.
Selkirk described the project as a long-term technical effort rather than a branding exercise. Tom Barnes, Selkirk's head of research and development, said the paddle resulted from a year-long collaboration between the two companies. "This wasn't simply a branding exercise," Barnes said in a press release, adding that the teams spent more than 12 months sharing data, refining designs, and testing durability.
The paddle is constructed from carbon fiber with a foam core and is marketed as suitable for professional-level competition. According to Business Insider, the partnership began after Barnes met Tesla engineers at the 2023 USA Pickleball National Championships. Selkirk executives later toured Tesla's Fremont, Calif., factory, where they met Javier Verdura, Tesla's global director of product design and an avid pickleball player.
The launch marks Tesla's first foray into mainstream sports equipment, but it fits within a broader strategy of selling lifestyle products that extend the brand beyond automobiles. Tesla's online store already includes items such as:
- $185 backpacks
- $65 salt-and-pepper shakers
- A $1,600 electric quad bike for children
The timing also aligns with pickleball's rapid rise in the U.S. The Sports and Fitness Industry Association estimates that 19.8 million Americans played pickleball in 2024, a 45.8% increase from the prior year and a 311% surge since 2021. The sport's low barrier to entry and social appeal have drawn participants across age groups, attracting brands eager to capitalize on its momentum.
Tesla Chief Executive Elon Musk has publicly endorsed the sport's potential. In a 2023 post on X, Musk wrote that pickleball is "probably going to crush tennis. Way more convenient." His comment has been widely cited by enthusiasts as emblematic of the sport's cultural moment.
