In this episode of The Ecommerce Braintrust, Kiri Masters sits down with Angela Caltagirone, the Chief Digital Marketing Officer of PB5 Star, a brand in the pickleball category. They discuss the official launch of PB5 Star at the Etail West conference in Palm Springs, the demographics of pickleball players, the brand's positioning and go-to-market strategy, and the unique challenges and opportunities in the e-commerce space for a new brand. In today’s episode, Kiri and Angela discuss: PB5 Star's official launch at Etail West and the success of the pickleball tournament at the conference. The demographics of pickleball players and the inclusive nature of the sport. The positioning of PB5 Star as a brand that combines style, camaraderie, and wellness for the pickleball community. Differences between pickleball and tennis apparel, focusing on attention to detail, comfort, and style. The founding team's extensive retail experience and their go-to-market strategy for PB5 Star. The decision to start with a direct-to-consumer approach and plans for future expansion into retail channels and marketplaces. The brand's emphasis on authentic storytelling, partnerships, and collaborations in its marketing strategy. The use of technology, AI, and a focus on responsible growth to establish the brand's presence in the market.