One of the fastest-growing pickleball brands in the United States has officially landed in the Philippines.
Friday Pickleball held its official Manila launch on May 17, 2026, at the Toby's Sports Flagship Store in Bonifacio Global City, Taguig. The event was led by the brand's four co-founders, Jake Triplett, Isaac McDonald, Scott Peck, and Matt Czarnecki, alongside brand ambassadors Kevin Dong and James Lin.
The launch also featured pickleball matches with Filipino celebrities Patrick Garcia, Meg Imperial, and Eric "Eruption" Tai on the courts along 5th Avenue in BGC.
Who Is Friday Pickleball?
Friday Pickleball launched in the United States with a clear goal: make quality paddles more affordable without sacrificing performance. Co-founder Matt Czarnecki shared the thinking behind the brand:
"Back in 2023, I had been playing pickleball for a couple of years. And at the time, if you wanted a good pickleball paddle, you needed to spend about $200 U.S. dollars."
That gap between the sport's welcoming culture and the steep cost of gear pushed Friday to take a different route. The brand launched with two paddles sold as a pair for $99, bringing the price down to less than half of what other premium options were charging at the time.
The brand also built a strong following through content and comedy, developing a personality that felt far more casual and relatable than the typical sports company. Even the name carries that same spirit.
Czarnecki said:
"Friday is just a great day of the week because you have a lot to look forward to. You have the weekend in front of you,"
Why the Philippines?
Friday Pickleball's international expansion moved quickly. After launching the Aura and Aura Pro paddle lines earlier this year, the brand reached around 25 countries in fewer than 90 days. Through that growth, one region kept standing out: Asia, and specifically, the Philippines. According to Czarnecki:
"What we've learned is that pickleball in Asia is going to be bigger than pickleball in America, hands down. It's not even close,"
Part of what convinced them was the energy on local courts. Filipino players, he noted, bring both serious commitment and genuine joy to the game. He continued:
"I think people here really train with a lot of devotion, and they play five, six times a week. But on top of that, there's a real joy to the sport. I just see so many happy, smiling faces on courts. "Now they can watch our content and buy our paddles."
The brand also noticed something in their own analytics before the launch even happened. When Friday Pickleball looked at their YouTube and Instagram data, the Philippines ranked second globally in viewership, right behind the United States. Filipino fans were watching their content without being able to buy the paddles locally.
The Partnership with Toby's Sports
Image courtesy of Pickle.asia
Friday Pickleball's entry into the local market is through a partnership with Toby's Sports, one of the Philippines' most established sporting goods retailers. The brand's lineup will cover multiple price points, from beginner-friendly options to its most advanced paddles, giving players at all levels an entry point.
Co-founder Scott Peck summed up what sets the brand apart:
"Our mission with Friday is to make the best possible paddle we can and sell it at a really great price."
Friday Pickleball products are now available in select Toby's Sports stores and channels nationwide.
Pickleball's Growing Footprint in the Philippines
Friday Pickleball's arrival is just the latest sign of how far the sport has come in the Philippines. Courts, clubs, and competitive events have been multiplying across the country, with infrastructure expanding at a pace few expected.
SM Active Hub has grown into the largest mall-based pickleball network in the country, now operating 86 courts across 29 malls from Luzon to Mindanao. The network has also hosted over 100 tournaments, open plays, and clinics nationwide, with the SM Pickleball Super Series Year 2 headlining 2026 alongside Toby's Sports.
International players and content creators have been making the trip out, too. Six members of The Friday Crew, the lifestyle collective connected to Friday Pickleball, turned Four E-Com Center into a social sports hub on the day of the brand launch, running games, meetups, and giveaways that underlined just how much pickleball has grown into a full community movement here.
For a sport that was still relatively niche just a couple of years ago, the Philippines has moved quickly. And with international brands now setting up shop locally, that momentum is only going to build.
Looking for a court to play at near you? Check out our Philippine court listings at courts.thepicklebase.com, or follow us on Instagram at @thepicklebase for the latest pickleball news across Southeast Asia.