The Working Assembly Repositions Padel

Fresh, News, Top Stories May 29, 2024May 29, 2024 Gordon Kaye

Pro Padel League Branded As Dynamic Sport and Pickleball Alternative

 

This spring kicks off the 2024 season in Miami FL for the rebranded Pro Padel League (PPL) — North America’s first premier Padel teams league started in early 2023 — as part of the Padel’s strategy to position the sport as an alternative to pickleball and to gain a bigger share of racquet sports fans’ attention in the United States. A mix between tennis and squash, Padel is played in doubles on an enclosed court surrounded by glass and metallic mesh, with a global ecosystem valued at $2 billion.

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The Working Assembly has crafted a fresh visual identity for the PPL, which is being unveiled across all touchpoints — on the court, through merchandise, signage, and across motion/video. “Our goal was to embody the energy and pulse-pounding excitement into the new brand identity,” says Jolene Delisle, founder and head of creative at the award-winning creative and branding agency.

 

 

The rebranding initiative not only seeks to differentiate the Pro Padel League from other leagues but also to underscore Padel’s distinctive and dynamic essence. As the sport continues to grow, the brand identity is set to play a crucial role in establishing Padel’s presence and appeal among North American audiences.

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Comments Design Director Diego Barragan: “We wanted to create a logo mark from the PPL abbreviation to encapsulate the anatomy of the racket in its curves and shape. Its angle accentuates the dynamic and fast-paced aspect of the game, while the wordmark is stacked with scale, ensuring that ‘Pro Padel League’ ends with an emphasis on ‘Padel League’ to underscore the game’s growth.”
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Rachel Wilkinson, Senior Designer, observes: “The design system draws inspiration from the court and the unique aspect that sets padel apart from other racket sports: its three additional surfaces to play with. Our visual identity system utilizes line work devised from the court to construct a dynamic grid that allows us to experiment with layouts, harmonizing typography, and photography.”
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And, says Benjamin Ross, Motion Design Director: “Compared to other sports, the energy on the PPL courts felt fierce and intense in a different way. We knew from the get-go that we needed to express that dynamism and energy throughout the brand, and that motion played a huge role in that. We wanted our graphic elements to bounce, to accelerate, and burst with energy the way players do on the court.”
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The rebranding is also expected to help encourage US marketers to take advantage of a largely untapped sports audience that is already attracting the attention of some notable brands. One example: PPL and AFP Courts named Adidas the official court sponsor of the league as part of a multiyear partnership.

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