We believe all that is good with sport comes from the experience of the game being greater than the outcome. With a new brand in the space, we set out to create a world where people can experience the good of sport — free of barriers.

Pickleball: an new emerging and inclusive sport, gave us the opportunity to redefine that idea of sport. Where everyone gets picked to participate in rewriting the history of it. Everyone brings their energy and their personality to this game. We’re bringing out the human side of sport by putting the player front and centre. Their differences are our strengths, allowing us to tell a story that is inclusive, diverse, authentic, and good.

The old school vibe of heritage athletica is classic. And as we all know, a true classic never go out of style. It evolves. It transforms. And when it’s anchored by strong roots, it will branch out, and in our case, reshape sport. Blending heritage and modern, we created an aspirational yet approachable identity for GoodGame.