[HOLBROOK × ABC-MART] PARTNERSHIP SIGNING EVENT – CREATING A PICKLEBALL ECOSYSTEM IN VIETNAM

On January 17, 2026, at the AP Sports Club, ABC-MART officially signed a strategic cooperation agreement with Holbrook Pickleball, a pickleball racket and equipment brand from the United States. This is a significant milestone, marking a strong step forward in bringing pickleball closer to the Vietnamese player community through a professional and reliable distribution channel.

A brief introduction to the Holbrook brand

Holbrook was founded in 2021 in the USA by brothers Breygan and Kasen, with support from their father, Brody. Driven by a passion for pickleball and recognizing a gap in the market where high-performance rackets often lacked aesthetics, while eye-catching designs didn't meet competitive standards, Holbrook was created with the goal of harmonizing both elements.

In a short time, Holbrook has quickly established itself with high-quality racket lines suitable for all levels of players, from beginners to professional athletes. Not only do Holbrook products help players "play better" but they also become accessories that allow players to express their personal style on the court.

Holbrook's arrival in Vietnam is expected to help shape a new standard for the market, where quality and player experience are paramount.

The atmosphere was lively throughout the cooperation signing event

More than just a formal signing ceremony, the event was organized as a true Pickleball festival, attracting a large number of players, customers, and the sports community.

At the modern venue of AP Sports Club, guests had the opportunity to experience Holbrook rackets firsthand on the court, participate in fun mini-games with valuable prizes from both brands. In addition, marketing and sales activities along with attractive offers from ABC-MART transformed the event into a true festival, spreading the dynamic spirit that both brands pursue.

Guests were excited to participate in the minigames at the event

ABC-MART's sales and marketing area at the event

A special highlight is the partnership with the craft beer brand 7 Bridges, offering a corner for experiencing the refreshing taste of Yuzu beer, creating a relaxing and bonding atmosphere after exciting matches.

Speaking at the event, Mr. Yamada Kei, General Director of ABC-MART Vietnam, shared: “Pickleball is experiencing strong growth in Vietnam, and ABC-MART wishes to partner with the community by providing high-quality products while promoting cross-industry connections. Today's event is the beginning of a shared journey where we can work together to build a sustainable Pickleball ecosystem.”

Adam, Holbrook's distributor in Vietnam, also emphasized: "We choose partners based on long-term vision and professionalism. The combination of ABC-MART's retail strength and Holbrook's community-oriented approach commits to bringing Pickleball closer to players, creating sustainable value for the market."

Representatives from ABC-MART Vietnam and Holbrook signed a cooperation agreement

Through this event, the two brands clearly affirmed their shared direction: enhancing the product and shopping experience for players by offering high-quality, easily accessible products through the ABC-MART store system; while also contributing to expanding and standardizing the Pickleball market in Vietnam and strengthening ties with the community through supporting events and activities. This forms a solid foundation for the long-term, sustainable, and in-depth development of this sport in the Vietnamese market.

Organizers and guests interact at the event

The signing ceremony concluded with a lucky draw, where the organizers awarded Holbrook rackets and ABC-MART sneakers to lucky customers, creating memorable moments.

Guests receive lucky draw prizes at the event

According to the plan, ABC-MART will officially distribute Holbrook products starting in March 2026.

Follow ABC-MART for the latest information on early release and join us on the journey to conquer the sport of Pickleball in Vietnam, sneakerheads!