What’s the Score?
A new independent sportswear brand, Third Shot, has launched in the UK, specifically targeting the unique physical needs of padel and pickleball players. Founded by Joe Matthewson and Kevin Johnson, the brand has secured high-profile backing from former professional footballers including Matt Le Tissier, David Hirst, and Mark Crossley. The initial collection focuses on performance apparel and custom equipment designed for the specific movements of racket sports.
Hit it deeper!
The concept for Third Shot was born out of Matthewson’s personal experience as a competitive pickleball player. Traveling across the UK for tournaments, he identified a significant gap in the market: a lack of high-quality, independent gear that was actually tailored to how padel and pickleball are played. Rather than repurposing tennis or gym wear, Third Shot’s hoodies, skorts, and active tops are designed for the lateral movements and agility required on court,.
The brand is already building deep roots in the Yorkshire sports community, forming trade relationships with venues like Peak Pickleball in Sheffield and Salus Padel in Bradford. In addition to apparel, the brand has introduced a custom-made padel racket and is actively signing rising athletes and content creators to build “real momentum”. Investors like Paul Heckingbottom and Paddy Kenny have further bolstered the brand’s profile, positioning it as a serious challenger to much larger, established sportswear giants.
The World Pickleball Verdict
The launch of Third Shot highlights the “hyper-localisation” of the pickleball boom. While global giants like Nike or Adidas may eventually enter the space, there is a massive window of opportunity for brands that truly understand the community. By combining “football-level” investment with a grassroots “player-first” design philosophy, Third Shot is poised to become the go-to brand for UK players who value independence and specialised performance.
Chris Beaumont
Founder and Editor-in-ChiefChris Beaumont is the founder and Editor-in-Chief of World Pickleball Magazine. Chris follows the global game closely, reporting on the latest news, developments, stories and tournaments from all five continents. He also hosts the World Pickleball Podcast, interviewing people at…
View All Articles →
