Tesla surprised the market on Friday with an unconventional product launch—a limited-edition pickleball paddle priced at $350. The carbon fiber paddle, called the Tesla Plaid, sold out in less than three hours, despite the high price tag. Tesla announced the partnership with paddle maker Selkirk and plans to restock the product next week.
A True Engineering Collaboration
The Tesla Plaid paddle represents more than a branded product. The company partnered with Selkirk for over a year, conducting extensive research, data exchange, and prototype stress-testing to create a high-performance design. Built with carbon fiber and a foam core, the paddle targets serious players seeking durability and improved swing speed. While typical premium pickleball paddles cost under $150, Tesla’s premium offering demonstrates confidence in the product’s engineering excellence.
Capitalizing on Pickleball’s Explosive Growth
The timing reflects pickleball’s remarkable surge in popularity. The Sports and Fitness Industry Association reports 19.8 million Americans played pickleball in 2024—a 45.8% increase from the previous year and a 311% jump since 2021. Even Tesla CEO Elon Musk supports the sport, previously stating it will “crush tennis” due to greater convenience.
This paddle launch marks Tesla’s first foray into traditional sports equipment, following existing lifestyle products including $185 backpacks, $65 salt and pepper shakers, and a $1,600 electric quadbike. The $350 paddle sits far below Tesla’s vehicle pricing, where the Model 3 starts at $36,990 and the Model Y at $39,990, demonstrating the company’s expanding lifestyle brand strategy.