AOI Pro. Inc. (Head Office: Minato-ku, Tokyo; President & CEO: Yusaku Tanaka), a film production company specializing in advertising and branded content, announces that it has entered into a strategic business partnership agreement with Nippon Pickleball Holdings Co., Ltd. (President & CEO: Kenton Charles Stehr). Through this partnership, the two companies will collaborate to cultivate a lifestyle culture around pickleball and expand the sport’s reach.

BACKGROUND OF THE PARTNERSHIP

Pickleball, a relatively new sport originating in the United States, has gained popularity among people of all ages and genders. In recent years, the number of players in Japan has grown rapidly, particularly in urban areas.

Nippon Pickleball Holdings Co., Ltd. (“NPBH”) recently announced that it has acquired the exclusive master franchise license in Japan for the operation and product commercialization of The Picklr, the largest indoor pickleball facility operator in the United States and one of the world’s largest. Through partnerships with domestic collaborators and facility owners, NPBH aims to further expand and popularize pickleball in Japan. With the development of premium indoor pickleball facilities at its core, the company is advancing a broad range of initiatives, including event management, education and outreach programs, and the sale of equipment through its e-commerce platform.

Since its founding in 1963, AOI Pro. has built a strong track record in content creation across a wide range of fields, including television commercials, producing more than 1,000 commercials annually, as well as film, digital content, and live events.

Through this partnership, the two companies will integrate their respective resources and expertise with the goal of positioning pickleball not merely as a sport, but as a lifestyle that people can watch, learn about, and actively participate in.

FUTURE INITIATIVES

Based on this partnership, the two companies will promote co-creation across the following areas.
 
Film content production:
Production and distribution of film content, including match commentary, athlete documentaries, and promotional materials.

Joint event and promotional activities:
Co-hosting of popup events, experiential booths, and media focused announcement events.

Support for sustainable growth and outreach:
Development of athlete training and development content, as well as collaboration with local communities.

Strengthening collaboration with professional athletes:
Support for and enhanced promotion of domestic and international competitive players, including Mayu Ito, who is affiliated with NPBH.

Joint development of client focused promotional strategies:
Co-creation of sports driven branding and promotional strategies in collaboration with corporations and local governments, along with expanded recruitment of client partners.

Introduction of pickleball equipment:
Production and distribution of film content showcasing the latest high performance equipment, primarily from the United States, through NPBH’s equipment merchandising business, including the Paddle Up initiative.

COMMENTS

Taro Daniel, Professional Tennis Player

I believe the true value of sport lies in providing a space where people can move their bodies together and share experiences through different kinds of movement. However, in modern society, opportunities and spaces to achieve this are becoming increasingly limited. In that sense, pickleball is an appealing sport that anyone can start easily, regardless of age.

Through the partnership between AOI Pro. and NPBH, I believe there will be many more opportunities for people to discover pickleball and experience how accessible it is. I see strong potential for new and diverse communities to emerge as a result.

The value of sport itself is changing, and pickleball feels like a sport that has emerged at the heart of that transformation. I am very excited to see how it continues to grow.

DJ Hogg, Professional Basketball Player

Pickleball is a sport that anyone can enjoy, regardless of age or athleticism. When I first tried it, I was impressed by how easy it was to pick up. It felt like the perfect mix of tennis and ping-pong - two sports I enjoy. It’s fast, competitive, and - most importantly - fun. 

The partnership between AOI Pro and Nippon Pickleball Holdings is an exciting opportunity to help more people discover this amazing sport. I believe it has huge potential to grow in Japan and bring people together both on and off the court. I’m very excited to see how fast the game will spread in Japan. 

As a professional athlete, I’m always inspired by sports that connect communities and create new energy. Pickleball encourages physical activity and teamwork - perfect for the healthy Japanese culture. I’m proud to support this initiative and look forward to seeing pickleball continue to expand.

Mayu Ito, NPBH Ambassador and Professional Pickleball Player

There are not many sports in the world that allow people of all ages and experience levels to enjoy playing together on the same court and shine in a short amount of time.
Through my own experience training and competing both in Japan and overseas, I have come to strongly appreciate not only the depth of strategy that pickleball offers as a sport, but also its powerful ability to connect people across generations and national borders as a new platform for communication.
I am truly delighted that AOI Pro. and Nippon Pickleball Holdings have entered into this partnership. With the added power of film and media, I believe the excitement and appeal of pickleball will reach an even wider audience, further expanding the potential of this sport.
As an ambassador for Nippon Pickleball Holdings and as an athlete, I will continue to take on new challenges together with these strong partners by sharing the appeal of pickleball through my play and creating more opportunities for people to become familiar with and enjoy this sport.

Kenton Charles Stehr, Representative Director, Nippon Pickleball Holdings Co., Ltd.

Partnering with AOI Pro., one of Asia’s leading film production companies with advertising film production as its core business, enables us to convey the compelling world of pickleball, the authentic atmosphere of the sport’s home in the United States, and the growing enthusiasm across Asia to a wide audience in Japan through high quality film content and promotional activities. At the same time, we expect to share Japan’s rapidly expanding pickleball scene with audiences around the world.
Looking ahead, we will continue working closely together across a broad range of activities to support the continued growth of pickleball.

Yusaku Tanaka, Representative Director & President, AOI Pro. Inc.

Pickleball is a new era sport that combines accessibility with competitiveness and is enjoyed by people across a wide range of generations.
By leveraging the strengths we have cultivated through film production and event production, we aim to broaden the appeal of this emerging sport.
Through this partnership, we will advance multifaceted initiatives, including value enhancement measures through sponsorship collaborations and the planning and operation of urban sports events.
We look forward to your continued interest in our future initiatives.

Jorge Barragan, Chief Executive Officer, The Picklr

At Picklr, we believe that powerful storytelling and premium content are key to building a lasting global brand. 
Partnering with AOI Pro., Japan’s leader in film and creative production, represents an exciting step forward in sharing our vision across Japan and the great Asia Pacific region. Together, we’ll elevate how the Picklr experience is seen, felt, and celebrated around the world.

COMPANY PROFILES

Nippon Pickleball Holdings Co., Ltd.

Since its establishment in 2024, Nippon Pickleball Holdings Co., Ltd. has developed a range of pickleball related businesses, including its proprietary pickleball paddle and apparel brand MINO Pickleball, advising the urban pickleball facility Pacific PICKLE CLUB, and Pickle Tokyo, a media platform that introduces pickleball to a wide audience through content and events.

In 2026, the company plans to open Japan’s first full scale indoor pickleball facility featuring official courts of The Picklr. The company also plans to expand The Picklr franchise to 20 locations nationwide.

Head Office: 3F EAT PLAY WORKS, 5 4 16 Hiroo, Shibuya ku, Tokyo 150 0012, Japan
Representative Director: Kenton Charles Stehr
Business Overview: Development and operation of pickleball facilities, event management, education and outreach initiatives, and related businesses
Official Website: https://nipponpickleball.com/

Operating Businesses
The Picklr Japan: https://thepicklr.jp
Paddle Up: https://paddleup.jp/
Mino Pickleball: https://minopickleball.com
Pickle Tokyo: https://pickletokyo.com

The Picklr

The Picklr is one of the world’s fastest growing indoor pickleball facility networks, operating more than 500 locations worldwide, primarily across North America. The company is known for its robust programs designed for players of all levels, from beginners to professionals, as well as its vibrant and welcoming community.

Members enjoy a wide range of benefits, including reciprocal access to all domestic locations, four complimentary clinics per month, and unlimited participation in leagues and tournaments.

Head Office: 559 S Deseret Dr, Suite 202, Kaysville, UT 84037, United States
Chief Executive Officer: Jorge Barragan
Business Overview: Development, operation, and franchising of indoor pickleball facilities
Official Website: https://thepicklr.com/
Instagram: https://www.instagram.com/thepicklr/

AOI Pro. Inc.

Since its establishment in 1963, AOI Pro. Inc. has become a leading film production company in Japan, with a focus on television commercial production. In addition to producing more than 1,000 advertising films annually, the company also engages in the production of feature films and television dramas.

Within its group, AOI Pro. maintains a comprehensive range of resources related to film production, including planning, direction, and production, 3D CGI production, filming studios equipped with advanced equipment, and post production facilities. The company also operates production bases overseas, enabling it to respond to a wide range of global projects.

Representative Director & President: Yusaku Tanaka
Head Office: 3 18 12 Kaigan, Minato ku, Tokyo, Japan
Established: October 25, 1963
Capital: 100 million JPY
Business Overview: Film and television commercial production, feature film and drama production, and related content and creative services
Official Website: https://www.aoi-pro.com/

---

Contact for Inquiries