Pickleball is getting a rock-and-roll makeover, with Andre Agassi bringing the Grateful Dead’s iconic dancing bears and skull logo to the court through a new merchandise partnership.
Agassi Sports Entertainment announced on 5 November 2026 that its subsidiary, Agassi Sports Licensing LLC, had signed a merchandise licensing agreement with Rhino Entertainment, a Warner Music Group company, to develop and sell Grateful Dead-branded pickleball and padel products.
The planned collection will feature iconic imagery associated with the American rock band, including its dancing bears and the famous “Stealie” skull logo. Agassi branding could also appear on selected products.
What the Agassi, Grateful Dead Could Put Out
The merchandise lineup may cover sporting equipment, accessories, apparel, and hydration products. Agassi Sports Entertainment has also entered into a separate manufacturing agreement to produce and distribute the collection.
The company plans to sell the products worldwide through direct-to-consumer channels and selected wholesale partners. However, financial terms of the licensing agreement were not disclosed.
“Pickleball has become a true cultural crossover sport,” Agassi Sports Entertainment CEO and co-founder Ron Boreta said in the announcement.
Agassi highlighted the Grateful Dead’s ability to build a devoted following around its music and identity as a natural fit for the growing racket sports market.
“Nobody understands building a community around something people love more than the Grateful Dead,” he said.
The partnership brings together two communities built around participation, identity, and shared enthusiasm. The Grateful Dead, which toured for three decades and performed more than 2,300 concerts, has developed a merchandising presence extending beyond music into clothing, footwear, and lifestyle products.
Pickleball and padel now become additional markets for the band’s distinctive branding.
Agassi Is All-In on Racket Sports
The agreement also expands Agassi Sports Entertainment’s growing involvement in racket sports. The company, which trades under the ticker AASP, is built around the brands of Agassi and fellow tennis legend Stefanie Graf.
In August, it launched its global “Let’s Play” initiative, aimed at establishing a network of pickleball and padel clubs through acquisitions, partnerships, and franchising. Initial expansion plans included Germany, with Graf, and Australia, working with coach Darren Cahill.
Agassi has also established a presence in pickleball equipment through JOOLA’s Agassi Pro V paddle. In 2025, he partnered with professional player Anna Leigh Waters at the US Open Pickleball Championships.
The Grateful Dead collection represents another attempt to connect pickleball with established entertainment and lifestyle brands as the sport expands beyond its traditional sporting audience.
Products are expected to begin rolling out in mid-2027, with pricing and specific product details to be announced closer to launch.
For now, the partnership signals another crossover between music culture and racket sports, with the Grateful Dead’s dancing bears potentially finding a new home on pickleball courts worldwide.
