Leading the pickleball craze in the Philippines, Ayala Malls introduced a dynamic new lifestyle concept with the launch of Picklemall. With this move, Ayala Malls is no longer just a retail destination; it has transcended to become the go-to space for an active and healthier lifestyle, fostering thriving communities.
The campaign kicked off with a special pickleball match featuring Ayala Corporation Chairman Jaime Augusto Zobel De Ayala, Lizzie Zobel De Ayala, Ayala Land Inc. Senior Vice President and Leasing and Hospitality Group Head Mariana Zobel de Ayala, and Ayala Corporation Head of Business Development and Digital Innovation Jaime Alfonso Zobel de Ayala on October 8, 2023, at Greenbelt Fashion Walk in Makati City.
"Pickleball is a sport that has captured millions of hearts worldwide. It's not about competition; it's about community. It promotes physical fitness, camaraderie, and a sense of community," Mariana Zobel de Ayala said during the media launch.
Mariana continued, "This is especially exciting for us as a family. Part of why my father, mother, and brother are here today is because we love the sport. It's been a chance for us to connect, spend time together, and kick back. You'll probably know that we each have different levels of athleticism, but we've still been able to bond and enjoy the sport together. I could say the same could be true for many families and communities."
But where did the game originate? It can be traced back to 1965 in the US with Congressman Joel Pritchard and his friend Bill Bell. To keep their bored children entertained during a holiday, they ingeniously crafted a game by combining elements such as a badminton court, ping pong paddles, a wiffle ball, and a badminton net. This paved the way for the birth of the sport.
In the Philippines, pickleball entered the local scene in 2016 when athlete Sara Ash introduced the sport in Cebu. By 2019, the Philippine Pickleball Sports Association was established, with thousands of Filipinos enjoying the sport.
"We introduced pickleball to several areas here in the Philippines, and it boomed during the pandemic," said Armando Tantoco, president of the Philippine Pickleball Federation. "It's a non-contact sport, and it can be played indoors or outdoors. Since badminton games were played in enclosed spaces, during the pandemic, they played pickleball."
Ayala Malls takes the lead in encouraging Filipinos to embrace the game post-pandemic, showcasing that it's not just a sport but a lifestyle. "We decided to call it Picklemall because Ayala Malls' vision has always been about nurturing communities wherever we build," mentioned Ayala Land Estates and Ayala Malls Group Marketing Head Chrissy Roa.
"With pickleball as a vehicle, we can now build and connect communities. It's more than just a sport; it goes beyond our ages and lifestyles. What we want to do is facilitate social activity, foster a sense of belongingness, and encourage self-expression," Chrissy said.
Toby's Sports also supports the pickleball movement, highlighting its appeal to people of all ages. Toby Claudio, president of Toby’s Sports, stated, "Pickleball, for me, is almost like a perfect sport because it's accessible and easy. Anyone can play it, young or old, male or female. My family picked it up really fast. The only problem is there aren't enough pickleball venues, which is why what you're doing with Ayala Malls and hosting pickleball events in the malls is great for the sport and its growth."
Picklemall is currently at Market! Market! with plans for expansion to several Ayala Malls locations, including One Ayala, Ayala Malls Fairview Terraces, Ayala Malls Circuit, Ayala Malls Vermosa, and Ayala Malls Manila Bay. In November 2023, Picklemall will conduct its first-ever inter-mall tournament, open to everyone. Additionally, a regular traveling clinic for pickleball in Ayala Malls is scheduled.
Mariana believes that pickleball is a unique sport that can bring together people of all types. "In my eyes, this fits perfectly into what we want Ayala Malls to be: a place where everyone feels welcome and at home," she said. "Welcome to our club, where everyone is invited to play, connect, and grow as a pickleball enthusiast. Another reason to enjoy being part of the Ayala Malls family."