Austin, USA – The voice of the consumer has spoken emphatically at the 2025 Dink Awards, signalling a shift in the pickleball equipment landscape.
Announced on February 17, 2026, the awards are widely considered the largest fan-choice recognition in the sport. The “Paddle of the Year” title was awarded to the Bread and Butter Loco, a widebody paddle that edged out heavy competition from established giants and high-profile newcomers alike. Nominees included the Joola Pro IV and the RPM Friction Pro (the brand launched by pro player James Ignatowich), but the voters ultimately favoured the Loco, citing its blend of power, control, and distinct aesthetics.
In the media category, John Kew was named “Paddle Reviewer of the Year,” unseating previous winners like Chris Olson of Pickleball Studio. Kew’s victory highlights a growing consumer appetite for deep technical analysis. Known for his scientific approach—including the use of a ball cannon in his basement to isolate performance metrics—Kew’s rise reflects a player base that is becoming increasingly educated and data-driven in its purchasing decisions.
The Rise of the Boutique Brand
The victory for Bread and Butter is a watershed moment for the industry. For years, the market has been dominated by “Big Pickleball”—legacy brands with massive marketing budgets and widespread distribution networks. For a direct-to-consumer, branding-forward company like Bread and Butter to win the popular vote suggests that players are looking beyond the logo. The Loco paddle’s success is attributed to its “perfect blend” of playability and price point, two factors that have become critical as paddle prices have inflated across the market.
The “Golden Age” of paddles, as described by the awards organisers, has resulted in a saturation of high-quality options. In this environment, brand loyalty is eroding in favour of performance and value. The fact that the Loco beat out the Joola Pro IV—a paddle presumably backed by significant tour usage—indicates that the recreational and amateur competitive market is decoupling from the professional tour endorsements. Players are trusting independent reviews and community sentiment over pro player sponsorship deals.
John Kew’s win parallels this trend. As equipment becomes more complex, with variations in core thickness, surface grit, and swing weight, the casual “feel-based” review is no longer sufficient. Kew’s analytical “deep dives” provide the objective data that players crave. His success validates the “Moneyball” era of pickleball equipment, where spin rates and dwell time metrics drive sales.
What’s the Score?
The 2025 Dink Awards confirm a democratisation of the pickleball industry. Marketing dollars are no longer the sole determinant of success. The consumer base is highly engaged, technically literate, and willing to champion smaller brands that deliver performance. This result puts pressure on major manufacturers to innovate substantially rather than relying on incremental updates and star-power marketing.
Hit it Deeper!
This shift has profound implications for the global supply chain of pickleball gear. If boutique brands can capture major market share through community building and viral quality (the “Loco” effect), the barrier to entry for new manufacturers is lower than ever. We are likely to see a proliferation of micro-brands in 2026, each targeting specific niches of playing styles. This fragmentation forces larger companies to reconsider their pricing strategies; the days of easily selling $300 paddles based on hype alone may be numbered if a $160 alternative wins “Paddle of the Year.”
Furthermore, the elevation of the “reviewer” to a position of industry power cannot be understated. John Kew is effectively a gatekeeper for millions of dollars in equipment sales. This dynamic mirrors the tech industry, where YouTube reviewers can make or break a smartphone launch. Paddle manufacturers must now design products that can withstand rigorous, scientific testing, not just feel good in a parking lot demo. This accountability will drive better engineering across the sport.
The global relevance here is also notable. As pickleball expands into Europe and Asia, these new markets often look to online consensus to guide their initial purchasing. The “Paddle of the Year” stamp on a Bread and Butter paddle gives a smaller US brand instant credibility in international markets where they have no physical retail presence.
The World Pickleball Magazine Verdict
The 2025 Dink Awards are a victory for the informed consumer. The triumph of Bread and Butter and John Kew sends a message that the pickleball community values substance, data, and authentic connection over corporate polish.
As the sport matures, the equipment industry is becoming a meritocracy. For the future of global pickleball, this is a healthy development. It ensures that innovation is rewarded and that players—regardless of their budget—have access to equipment that is vetted by a trusted, independent community of peers. The era of the “smart pickleball shopper” has officially arrived.