LA’s premier padel team announces bold new identity at the Pro Padel League City Cup Finals, reinforcing ownership’s ambition to take the franchise and the league to new heights

The Los Angeles Beat (Beat), a franchise competing in the Pro Padel League (PPL), North America’s premier professional padel league circuit, announced today the first phase of its rebrand, unveiled on October 18, 2025, during the PPL City Cup Finals in New York City at the iconic Hammerstein Ballroom. The rebrand represents a cornerstone initiative of the team’s new ownership group, which is committed to driving the Beat forward as a flagship franchise and reinforcing the ambition to elevate both the team and the overall league to new heights.

To bring this vision to life, the Beat partnered with The Working Assembly (TWA), the award-winning creative agency known for shaping iconic brands across sports, culture, and consumer industries. TWA has been engaged to lead the Beat’s complete rebrand, including new primary and secondary logos, brand guidelines, refreshed color scheme, storytelling platform, and positioning for the future.

“Our initial rebranding rollout is about more than the start of a new identity—it’s about building a lifestyle brand that people connect with every day,” said Corey Eisen, President and General Manager. “We are committed to making sure our players, who wear our uniforms, stand out on the court, while also creating a brand that consumers across all markets can weave into their day-to-day lives.”

The Beat unveiled its new identity—including the logo, color scheme, and brand direction—to a private audience before semifinal match play at the PPL City Cup Finals, offering top media, investors, and global padel figures an exclusive first look at the multi-phase rebrand.

“With the Beat, we wanted to create an identity that feels bold, alive, and unmistakably Los Angeles," said Jolene Delisle, Founder and Head of Creative of The Working Assembly. "It’s more than a logo or color palette. It’s about building a brand that players are proud to wear and fans are excited to rally behind. Our goal is to make something that lasts and truly connects.”

The unveiling marked the first stage in a rollout continuing through the 2026 season, with expanded applications across uniforms, merchandise, digital platforms, fan engagement, and marketing campaigns. The rebrand sets the foundation for the Beat’s ambition to propel the franchise within the PPL, reflecting both the global momentum of padel and the vibrancy of Los Angeles sports culture.

“As we complete the full rebrand in the coming months, our focus is on positioning the Beat as a franchise that the world’s top talent aspires to play for and that leading partners want to align with—cementing Los Angeles as a global hub for the sport of padel,” said Eisen.

About the Los Angeles Beat (Beat)

The Los Angeles Beat is a professional padel team competing in the Pro Padel League (PPL), North America’s first professional padel league. With new ownership and a bold vision, the Beat channels Los Angeles’ spirit and strives to become a leading franchise, inspiring the next generation of padel fans. Visit LosAngelesBeat.com.

About The Working Assembly (TWA)

The Working Assembly is a branding and creative agency based in New York City, partnering with ambitious companies to build enduring brands. From emerging startups to Fortune 100 leaders, TWA creates authentic, high-impact experiences through strategy, design, and storytelling that shape culture and drive growth. Visit theworkingassembly.com.

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“Our initial rebranding rollout is about more than the start of a new identity—it’s about building a lifestyle brand that people connect with every day.”