Spikeball Case Study
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Expand the relevance of Spikeball to a new audience.
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In the leisure sports category, Spikeball is losing ground with players aged 35–55.
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Parenthood unlocks your supernatural reflexes.
”Parent reflexes” 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.
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Show how Spikeball turns your parents' reflexes into bragging rights.
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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.
Ask
Expand the relevance of Spikeball to a new audience
Leisure is only fun if you’re good at it.
For the past 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 mid-30s are the busiest time of life. And it starts feeling like this formula:
More work
More family
More responsibility
=
Less Leisure
Turns out, these reflexes are exactly what you need for Spikeball. And not just to play, but to be great.
Strategy
Show how Spikeball turns your parents' reflexes into bragging rights.
Spikeball’s opportunity.
Claim this overlooked middle audience and prove that it isn’t just accessible to them, it’s actually built for them.
Creative Concept
With Parenthood Comes Great Spikeability
Insight
Parenthood unlocks your supernatural reflexes.
You might have heard the term “parent reflexes.” These are the instinctual, adrenaline-driven reactions that kick in when you become a parent.
Looks like superhuman:
Grabbing
Reaching
Dodging
Diving
For example, this viral “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.
Brand Activation
What:
Spikeability Challenges are interactive Spikeball pop ups, putting parents’ supernatural 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.
Team
Casey Hall - Strategy
Laurel Holsinger - Art Direction
Thomas Halsey - Copywriting