The Los Angeles Beat officially unveiled its new brand identity on October 18, 2025, during the Pro Padel League City Cup Finals held at the Hammerstein Ballroom in New York City, signaling the beginning of a new era for the franchise.
The rebranding effort reflects the creative energy, street culture, and competitive spirit of Los Angeles, aligning with the global rise of padel. The team collaborated with The Working Assembly, a creative agency known for its work with Fortune 500 companies, to develop a modern and culturally grounded identity.
The initial phase of the rebrand introduced a new logo system, color palette, primary uniform kits, and articulated the creative inspiration shaping the team’s broader narrative. Corey Eisen, President and General Manager of the Los Angeles Beat, stated that the rebrand draws deeply from Los Angeles’ hip-hop culture, streetwear style, Hollywood lifestyle, and the city’s grit, fueling the team’s identity both on and off the court.
Backed by significant new investment, the Los Angeles Beat aims to position itself as a flagship franchise within the Pro Padel League and to serve as a cultural bridge connecting sport, style, and community.
CSB Take
The Los Angeles Beat’s rebranding reflects a purposeful connection to the city’s diverse cultural fabric, providing the franchise with a distinct identity in the growing Pro Padel League. This alignment with Los Angeles’ local culture enhances the team’s marketability and community engagement, which is vital for expanding padel’s footprint in the United States. The multi-phase approach to the rebrand indicates a strategic vision that could influence both the team’s future success and the league’s development.
Source: Original report
