What Sets EVERYDAY SOCIAL® Apart
A Founder’s Reflection
When we began brainstorming the concept of EVERYDAY SOCIAL® in Karuizawa, our vision was simple: to create something beautiful, authentic, and meaningful for the community we call home. What began as a husband-and-wife rediscovering joy through play has since grown into Japan’s first and largest dedicated pickleball brand—offering uniquely designed, high-quality paddles, apparel, bags, and accessories to players around the world.
But beyond the products, what truly sets EVERYDAY SOCIAL® apart is our philosophy.
Redefining Modern Court Culture
Pickleball is more than a sport—it’s a culture. It’s laughter between points, friendships made on the sidelines, and a sense of belonging that extends long after the last game ends. EVERYDAY SOCIAL® reflects this spirit with equipment that doesn’t just perform—it inspires. Rooted in Karuizawa’s natural beauty and guided by minimalist Japanese aesthetics, our designs bring elegance and authenticity to modern court culture.
Why Authenticity Matters Now
The sports industry has changed. According to McKinsey’s Sporting Goods 2025 report, niche brands rooted in authenticity and community are now outpacing the old guard.
Today, consumers are seeking more than just performance—they want story, identity, connection, and value. They want brands that feel personal rather than mass-produced, purposeful rather than generic. This shift is especially strong in lifestyle and emerging sports markets, where individuality and meaning drive growth and personal identity.
Pickleball is no exception. As the sport globalizes, players are searching for something that resonates with who they are, not just what they play with.
Where EVERYDAY SOCIAL® Stands
This is where we thrive. EVERYDAY SOCIAL® sits at the intersection of authenticity and design:
Craftsmanship – Every paddle is USAP-certified, tournament-ready, and built for uncompromising performance.
Design – Our minimalist, but bold aesthetics, blend Japanese designs with global know-how, creating gear that is as beautiful as it is functional.
Community – We began with people, not products. Our club-first approach ensures our brand remains rooted in connection, belonging, and shared purpose.
Accessibility – We believe that high-quality gear should be within reach. Our products are thoughtfully priced to deliver exceptional value, so more players can experience the game.
In 2024, we expanded beyond paddles into apparel, bags, and balls—serving players of every style, skill level, and aspiration. Through all this growth, our foundation has remained the same: authentic community, timeless design, and performance without compromise.
Looking Ahead
We see a future where EVERYDAY SOCIAL® continues to scale globally, while remaining true to our Karuizawa roots. Our goal is not to be the biggest—it is to be the most meaningful. To unite players across the world through beauty, performance, and connection.
Because in the end, this is about more than sport. It is about how we choose to live. And for us, that choice will always be EVERYDAY SOCIAL.
— Ivan
CEO & Founder
EVERYDAY SOCIAL®