The collaboration strategy was straightforward: bring the pickleball court, the beach, and luxury together in one place to host an unofficial kickoff to summer outside of the typical Memorial Day or Independence Day cookouts and super-sales. The whole point of the party (besides launching LE PICKLE) was to provide a “grab-and-go” shopping experience that helped customers break out of the staid summer staples of Memorial Day, 4th of July, and Labor day.
In terms of beach party favors, Ping Pong Surf Club brought the graphics and the attitude, Fenix Sportier brought the physical goods and the luxury chic, and Good Together House hosted the one-of-a-kind event at their Laguna Beach retail pillar. Working together, they created a unique “court to beach” capsule fashion collection that capitalized on the growing obsession with pickleball that’s taking over their SoCal shared audience.
The brands fixated on this obsession because they have a clear understanding of their target audience and its “coastal luxe” mindset. As Lauren Bruksch, Founder of Fenix Sportier, said: “The Laguna Beach customer is about understated luxury and elevated design details – casual, cool. LE PICKLE is exactly that.”
It doesn’t get much cooler than Ping Pong Surf Club’s flagship, sell-out brand, LE SURF, which was the inspiration for the Surf Club when creating LE PICKLE. From there, Fenix Sportier handled the creation of the collab’s primary collection offerings, infusing pickleball accessories with the sophisticated touches the SoCal designer is well-known for, including perforated leather and statement zippers.
The collection itself included the following:
Good Together House nailed the hosting gig by effectively leveraging their physical space. In addition to the capsule collection, they filled their shelves with a collection of tees, crew sweats, totes, hats, and rugs featuring LE PICKLE as well as LE SURF - Ping Pong Surf Club’s flagship collection. Good Together House also stocked several must-have Fenix Sportier summer styles outside of the collab, including clear tote bags, leather visors, and other accessories.
With these three brands, it goes to show that sometimes the best business decision is to throw a beach party. Who knew?