Attracting An Unexpected Audience
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Expand the relevance of Spikeball to a new audience.
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Leisure sports require leisure time.
Historically, the 35-44 age group spends the least amount of time on leisure sports.
A big part of this time barrier? Kids.
In America, 69% of adults have children. And the average first-time parent is 29. So your 30s are basically a nonstop balance of work, responsibility, and keeping a kid alive. Leaving little to no room for leisure activities.
But what if the secret to at Spikeball isn’t time practicing, but time parenting? Because in reality, it is.
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Parenthood is Spikeball training in disguise.
Parents have been practicing Spikeball without knowing it. Ever heard of “parent reflexes?” These are instinctual, often adrenaline-driven reflexes that parents have to protect their kids.
Turns out, these reflexes are exactly what you need for Spikeball. And not just to play, but to be great.
No time required.
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Show how Spikeball turns your parents' reflexes into bragging rights.
Scroll to read full case(y) study
Ask
Expand the relevance of Spikeball to a new audience
Spikeball is a leisure sport combining the reflexes of volleyball with the 360° play of four-square. At it’s core, the brand is formulated for the proactive, motivated, and disciplined.
For the last 15 years, the 35–44 age group has spent the least time on leisure sports.
Well duh, ever heard of “rush hour of life?” Surveys show your 30s are the busiest time of life.
Problem
Leisure sports require leisure time.
And middle age audiences don’t have that time. A big part of this time barrier? Kids.
In America, 69% of adults have children. And the average first-time parent is 29. So your 30s are basically a nonstop balance of work, responsibility, and keeping a kid alive. Leaving little to no room for leisure activities.
Even so, people are still looking for a sport where they can be competitive without needing much time or skill to get started.
“Are there any sports/activities/whatever that I can start at 30 with little to no baseline athletic ability and still become competitive in or be able to show off in some kind of performance?”
Reddit - Happyburrito10
What if?
The secret to at Spikeball wasn't time practicing, but time parenting? Because in reality, it is.
Insight
Parenthood is Spikeball training in disguise.
Parents have been practicing Spikeball without knowing it.
You might have heard the term “parent reflexes.” These are the instinctual, adrenaline-driven reactions that kick in when you become a parent.
They include:
Grabbing
Reaching
Dodging
Diving
Take this viral video for example: “A baseball fan made a home run catch, caught his child, and saved his beer in a heroic display of dad reflexes” video. Sums it up.
Even parents are talking about it!
Well TheNinjirate… What if we told you it was?
Parent reflexes are exactly what you need for Spikeball.
Not just to play, but to be great.
Strategy
Show how Spikeball turns your parents' reflexes into bragging rights.
Spikeball connects with parents by reframing their protective instincts as competitive skills, no time required.
Creative Concept
With Parenthood Comes Great Spikeability
A video lead campaign to show how parenthood is actually Spikeball preparation.
Brand Activation
What:
Spikeability Challenges are Spikeball interactive pop ups, putting parents’ reflexes to the test.
Where:
Top 10 cities with the most Parents: Calculated by percentage of households with children.
Laredo, TX: 33.0%
Victorville, CA: 31.7%
Santa Maria, CA: 31.5%
Salinas, CA: 31.0%
West Valley City, UT: 30.8%
Edinburg, TX: 30.7%
Frisco, TX: 30.5%
West Jordan, UT: 30.5%
Brownsville, TX: 30.4%
Killeen, TX: 30.3%
When:
National Parents Day
July 26th, 2026
Social Promotion
Along with paid social, parents will be encouraged to shared their bragging rights on socials.
Can’t make it in person? We’re bringing the challenge to you with a digital social media filter.
