Tesla's latest launch isn't a car — it's a $350 pickleball paddle — and it's not even electric

• Tesla has launched a $350 pickleball paddle "optimized for high-performance play."
• The paddle, a partnership with Selkirk, is the EV brand's latest foray into lifestyle products.
• Pickleball is surging in popularity and requires equipment that's generally found for under $100.

From Elon Musk — the guy who brought the world a branded flamethrower — it somehow tracks that Tesla is now making pickleball paddles.

The EV company launched its latest lifestyle product on Friday: a $350 pickleball paddle created in partnership with Selkirk, a sports equipment company.

The paddle, made of carbon fiber with a foam core, was "optimized for high-performance play," according to the product page.

"This wasn't simply a branding exercise. It was a true engineering collaboration," Selkirk's co-owner and director of research and development, Tom Barnes, said in a statement about the release. "Tesla's design group and our R&D team spent more than a year trading data, refining geometry, and stress-testing prototypes."

A Selkirk spokesperson told Business Insider that the paddle's creation was first conceptualized after a conversation at the 2023 USA Pickleball National Championships between Barnes and members of Tesla's engineering team.

After Barnes delivered a custom batch of Tesla-themed paddles to the EV-maker's staff, Selkirk leaders visited the Tesla factory in Fremont, California. While there, they connected with Javier Verdura, Tesla's global director of product design, who is an avid pickleball player, and began the design process.

Prototypes were sent to Tesla for aerodynamics testing before the design was finalized.

The limited-run batch of the paddle sold out on Tesla's website in under three hours after its launch, a Selkirk spokesperson told Business Insider. Plans for a restock remain unclear.

Silicon Valley's new status symbol

While the pickleball paddle is Tesla's first foray into traditional, non-electrified sports equipment, the automaker does offer a line of apparel and home products, like drinkware ($30+), backpacks ($185+), and salt and pepper shakers ($65).

Musk's other business ventures have also leaned into collectible merchandise, such as the Boring Company's flamethrower, which went viral in 2018.

Tesla's lifestyle products are not listed as a separate line item in their financial reports, and there is no publicly available evidence to suggest that they have a significant impact on the company's finances. Tesla stock closed up more than 2% on Friday, but sank slightly in after-hours trading.

Pickleball, which combines elements of tennis, badminton, and ping-pong, has experienced explosive growth in popularity in recent years. The 2024 Pickleball Single Sport Report, released by the Sports and Fitness Industry Association, found that participation has increased by 45.8% since 2023 — representing 311% growth over the past three years.

In that time, pickleball has transformed from a suburban hobby for the 55+ crowd into a popular activity and networking opportunity among Silicon Valley professionals.

Entry-level equipment for the sport doesn't require a significant investment, with a basic paddle and ball running less than $50. However, since pickleball has gained traction among tech personalities like Bill Gates and celebrities like Leonardo DiCaprio, higher-end products have crept into the market.

Some Selkirk models run upward of $150, while others, like the Aero Blade 1.19, cost $299 and up. The Aero Blade features a carbon fiber frame with a foam core, similar to that of the Tesla version.

The debut of the Tesla pickleball paddle elicited split reactions on social media, with some fans of the brand celebrating its release as a clever gift opportunity ahead of the holiday season. Others were quick to criticize the price point and Selkirk's strategy to partner with Tesla, rather than a well-known pickleball player or influencer.

"Selkirks out here like 'We are going to let every signed pro walk, and then collab with the worlds biggest brands that have nothing to do with pickleball,'" Jimmy Miller, a pickleball player and host of the '"King of the Court" podcast, wrote in a post on X.

"Bold strategy. Curious if it pays off," he added. "Tesla fans will probably sell that paddle out. Who is next? Apple? Maybe they can do a Nvidia collab that comes with shares!"