From Jeans to Padel: Joe Middleton's Journey in Crafting Brand Culture (MDE616)

Leadership, Brand Strategy & Transformation - Minter Dialogue

I had the pleasure of interviewing Joe Middleton, a seasoned professional in the apparel industry who's now making waves in the world of paddle tennis with his brand, Pulco. Joe shared his journey from playing cricket and field hockey to working for Levi's and Canterbury, before retiring and then unexpectedly diving into the paddle tennis market. He identified a gap in the sport's apparel and set out to create a brand that reflects the unique culture of paddle tennis. Joe emphasized the importance of understanding consumer needs, developing innovative fabrics to address sweat issues, and crafting a distinct brand identity separate from traditional tennis wear. He discussed Pulco's global expansion strategy, focusing on key cities worldwide rather than a country-by-country approach. Joe's passion for the sport and his commitment to creating a brand that embodies the addictive nature of paddle tennis shone through our conversation, leaving me excited about the future of both Pulco and the sport itself.