Serving Up Fun
Client
Nick’s Ice Cream
Year
2025
INSPIRATION
Nick’s, the Swedish brand known for redefining indulgence with better-for-you treats, was ready to make a splash in the U.S. market. Known for its bold flavors and better ingredients, Nick’s wanted to introduce itself to New Yorkers in a way that was immersive, shareable, and unexpected.
The opportunity came with PicklePalooza, an all-day celebration of pickleball hosted by CityPickle at Union Square. With over 340,000 pedestrians daily, the event offered the perfect stage to bring Nick’s playful personality courtside, connecting directly with consumers, influencers, and the city’s vibrant pickleball community while sampling their signature treats.
As part of our Sportscore trend identified in early 2025, pickleball has become more than a pastime; it’s a cultural movement blending wellness, play, and community. This made PicklePalooza a natural fit for Nick’s debut moment.
THE PLAN
As Presenting Sponsor, Nick’s aimed to create an experience that blended sport, culture, and community into one unforgettable activation. Whitestone partnered with Nick’s to create a premium, on-brand merchandise experience designed to elevate their presence at Picklepalooza. We focused on items that aligned with their cheeky, bold identity while providing functional gear for the event and engaging takeaways for attendees
CityPickle’s court in Union Square.
To create an impactful, memorable presence, we selected:
PRODUCT
EVENT GEAR & APPAREL: Pickleball paddles, paddle sleeves, branded pickleballs, cooling towels, and staff uniforms (polos, skirts, drawstring shorts).
INFLUENCER & VIP TAKEAWAYS: Custom pickleball bags with chenille patches, paddle fans, scrunchies (3 colorways), paddle grip covers, keychains, and lip balm.
SAMPLING SUPPORT: Branded ice cream scoops, storage coolers, and display materials to highlight Nick’s bars.
SOCIAL GIVEAWAYS: Stickers, mini fans, and playful accessories designed to spark conversation and photo ops.
RESULTS
The activation brought Nick’s Ice Cream front and center in NYC’s pickleball scene, driving high-volume sampling, influencer engagement, and social buzz. As presenting sponsor, Nick’s successfully connected its better-for-you brand story to an authentically cultural moment, creating a full-sensory experience that left attendees talking long after the event.
