Pickleball has officially hit the big time, and its spotlight moment came during Super Bowl LIX on February 9, 2025, thanks to Michelob Super Bowl Ad Ultra’s star-studded commercial, “The Ultra Hustle.” Featuring Hollywood legends Willem Dafoe and Catherine O’Hara as pickleball hustlers, the ad didn’t just showcase their unexpected court prowess it also thrust a unique pickleball paddle into the limelight: the Dope Pickleball Co.’s High Roller. With its dazzling chrome gold edge guard and innovative design, this paddle stole the show alongside a roster of pro athletes and pickleball stars.
What Makes the Michelob Super Bowl Ad Stand Out?
Michelob Super Bowl Ad Ultra’s 2025 Super Bowl ad wasn’t your typical beer commercial. Instead of focusing solely on the product, it wove a narrative around friendly competition, with pickleball as the centerpiece. Dafoe and O’Hara, decked out in matching tracksuits, hustle their way through matches against unsuspecting opponents including NFL legend Randy Moss, WNBA champion Sabrina Ionescu, and Olympic gold medalist Ryan Crouser winning Michelob Super Bowl Ad Ultra beers as their prize. The ad’s humor, star power, and relatable premise made it a hit, but it was the distinctive gold-edged paddles that caught viewers’ eyes.
The paddle in question? The High Roller from Dope Pickleball Co. is a brand that’s quickly carving out a niche in the rapidly expanding pickleball market. Its appearance in the ad wasn’t just a random prop choice it was a deliberate nod to the sport’s rising cultural relevance and the paddle’s unique appeal.
The High Roller Paddle: A Game-Changer in Pickleball Gear
The High Roller paddle isn’t your average piece of pickleball equipment. Launched by Dope Pickleball Co., founded in late 2022 by Arizona entrepreneur Domenic Fotino, this paddle blends luxury design with high-performance features. Here’s what sets it apart:
- Chrome Gold Edge Guard: The High Roller boasts the world’s first chrome gold metallic edge guard, a bold aesthetic choice inspired by the glitz of Las Vegas high-roller culture. It’s not just for looks tested over two years, it enhances durability.
- Gold Carbon Fiber Weave: The paddle’s surface features a gold carbon fiber weave, offering both visual flair and improved strength.
- NFC Technology: An ergonomic handle integrates Near Field Communication (NFC), allowing players to register their paddles via smartphone for exclusive perks and personalization a futuristic touch for a sport rooted in simplicity.
- Vegas-Inspired Design: Fotino drew inspiration from his Vegas trips with childhood friend and business partner Anthony, aiming to create a paddle that feels like a status symbol on the court.
This combination of style and substance has made the High Roller a standout, and its Super Bowl debut amplified its visibility. According to Forbes, the paddle sold out quickly after teaser clips dropped, proving its appeal extends beyond the game itself.
The Story Behind Dope Pickleball Co.
Dope Pickleball Co. isn’t just about flashy paddles it’s about disrupting an industry. The name “Dope” stands for “Disruptively Original Pickleball Equipment,” reflecting Fotino’s mission to shake up a market dominated by traditional designs. With a background in product development and plastics manufacturing, Fotino partnered with Anthony to create a brand that’s as much about bold identity as it is about performance.
The High Roller’s journey to the Super Bowl began with a serendipitous chain of events. Fotino told Forbes he was still in disbelief about the opportunity: “I still have not even seen the final cut I’ll see it when everyone else does during the game.” The paddle’s inclusion wasn’t just luck its unique design caught the eye of Michelob Super Bowl Ad creative team at Wieden+Kennedy New York, who saw it as the perfect “secret weapon” for Dafoe and O’Hara’s hustler characters.
Why Pickleball? The Sport’s Meteoric Rise
Pickleball’s feature in a Super Bowl ad isn’t surprising when you consider its explosive growth. Combining elements of tennis, badminton, and ping-pong, it’s played on a smaller court with paddles and a perforated ball. Its accessibility easy to learn, low-impact, and fun for all ages has fueled its rise. Here are some quick stats:
- Growth Rate: The sport has grown over 200% in the U.S. since 2019, with millions of players nationwide.
- Professional Scene: Major League Pickleball, backed by Anheuser-Busch since 2022, highlights its competitive edge.
- Cultural Impact: From local courts to celebrity endorsements, pickleball is no longer just a retiree pastime it’s mainstream.
Michelob Super Bowl Ad Ultra capitalized on this trend, using pickleball to promote its “Play for an Ultra” platform, which celebrates an active, social lifestyle. The ad’s inclusion of pro pickleballers like Jaume Martinez Vich, Parris Todd, Hunter Johnson, and Emily Cederquist alongside big-name athletes underscored the sport’s legitimacy.
The Paddle’s Role in “The Ultra Hustle”
In “The Ultra Hustle,” the High Roller paddle isn’t just a prop it’s a plot device. The 60-second spot opens with Dafoe and O’Hara challenging a cocky young couple (featuring actress Katelyn Tarver) to a match for their beers. The couple underestimates them, only to be outplayed by the duo’s surprising skill and their standout paddles. The ad then cuts to a montage of victories against Moss, Ionescu, Crouser, and the pros, with the High Roller gleaming in every shot.
The paddle’s design ties into the hustler theme perfectly. Its gold edge and Vegas vibe mirror the characters’ deceptive flair unassuming at first glance, but packing a punch. As O’Hara quips, “That was fun,” after each win, the paddle becomes a symbol of their dominance.
Comparing the High Roller to Other Paddles
How does the High Roller stack up against other popular pickleball paddles? Here’s a quick comparison:
| Paddle | Brand | Key Feature | Price Range | Unique Selling Point |
|---|---|---|---|---|
| High Roller | Dope Pickleball Co. | Chrome gold edge, NFC tech | $150-$200 | Luxury design, tech integration |
| Joola Hyperion CFS | Joola | Carbon fiber surface | $150-$180 | Power and control balance |
| Selkirk Vanguard | Selkirk | Thick polymer core | $170-$200 | Durability and spin |
| Engage Pursuit MX | Engage | Elongated shape | $140-$160 | Precision for advanced players |
The High Roller stands out for its aesthetics and tech, though it competes with established brands in performance. Its Super Bowl exposure gives it an edge in brand recognition, appealing to players who want to make a statement.
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The Cultural Impact of the Super Bowl Spotlight
The Michelob Super Bowl Ad didn’t just sell beer it sold pickleball to millions. Airing during Super Bowl LIX at Caesars Superdome in New Orleans, it reached an audience of over 100 million viewers. Social media buzzed with reactions, from Reddit threads praising Dafoe’s intensity to X posts marveling at the paddle’s bling. The ad’s success has implications for both the sport and Dope Pickleball Co.:
- Boosting Pickleball’s Profile: Exposure on the biggest advertising stage could accelerate its mainstream adoption.
- Brand Elevation: Dope Pickleball Co. went from niche disruptor to household name overnight, with Fotino noting interest from streaming services and major advertisers post-ad.
- Player Inspiration: The High Roller’s visibility might inspire a new wave of players to invest in premium gear.
How to Get Your Hands on the High Roller
Want to wield the same paddle as Dafoe and O’Hara? The High Roller is available through Dope Pickleball Co.’s website and social media shops. Here’s what you need to know:
- Price: Around $150-$200, depending on the package (includes accessories like a tumbler and cover).
- Availability: Pre-Super Bowl sellouts suggest high demand check for restocks.
- Specs: 8.4 oz weight, 16.5” length, designed for power and style.
The company also teases a forthcoming “Disruptor Collection” with collaborator Nick Bollettieri, featuring a limited-edition “Hustler” paddle inspired by the ad.
Final Thoughts: A Paddle Worth the Hype?
The pickleball paddles in the Michelob Super Bowl ad specifically the High Roller represent more than just a clever marketing move. They embody pickleball’s evolution from a backyard game to a cultural force, backed by a brand unafraid to push boundaries. Whether you’re a casual player or a pro, the High Roller offers a blend of performance and panache that’s hard to ignore. As pickleball continues its ascent, expect to see more paddles like this one: bold, innovative, and ready for the spotlight.
So, next time you hit the court, will you be hustling with a High Roller? With its Super Bowl cred, it might just be the edge you need to win your own Ultra.
