Pickleball fans at this week’s Major League Pickleball (MLP) Mid-Season Tournament are witnessing an unexpected transformation on the court. The New Jersey 5s, one of the league’s most popular franchises, have officially rebranded for the weekend as “The Fibes,” part of a playful and strategic partnership with Kellogg’s Raisin Bran.
The takeover, which runs through July 12 in Grand Rapids, is designed to bring a serious nutrition message—the importance of fiber and gut health—into the high-energy world of professional sports. With custom jerseys, social-first content, and interactive fan experiences, the team is turning the spotlight on a dietary staple that often goes overlooked.
Who are the New Jersey 5s?
The New Jersey 5s are a prominent professional pickleball team within Major League Pickleball, the nation’s preeminent coed, team-based league. Co-owned by digital entrepreneur Gary Vaynerchuk (a New Jersey native and entrepreneur) and CEO Ryan Harwood, the team has established itself as a powerhouse in the sport.
The NJ 5s gained significant national attention in 2024, finishing as the winningest team in the regular season and securing a second-place finish in the overall league standings. Beyond their competitive success, the team is widely recognized for:
- Star Talent: Their roster features top-tier athletes, including world #1 ranked player Anna Leigh Waters.
- Engaging Culture: They are known for an infectious, family-style team dynamic and highly shareable social media content.
- Die-Hard Fanbase: Their energetic approach to the game has fostered one of the most passionate and loyal communities in professional pickleball.
A “gut health” mission
The collaboration with Kellogg’s Raisin Bran aims to address a dietary gap: according to U.S. government dietary guidelines, 95% of Americans do not consume enough fiber. By renaming the team “The Fibes,” Kellogg’s is aiming to spark conversation in a place where fans are already talking about “the kitchen”—a term used to describe the non-volley zone in pickleball.
“If we’re going to help close America’s fiber gap, we need to show up where culture is happening,” Doug VanDeVelde, chief growth officer at WK Kellogg Co., said. “Partnering with the New Jersey 5s to become ‘The Fibes’ gives us a playful, unexpected way to put fiber in the spotlight.”
For the players, the rebrand is a chance to lean into the fun, creative side of the sport. “When Kellogg’s Raisin Bran brought us the idea… it immediately felt like something our fans would embrace,” Harwood said. “It’s creative, it’s unexpected, and it’s exactly the kind of idea that makes sports partnerships memorable.”
The tournament continues through July 12, with “The Fibes” taking the court as part of the Edward Jones Mid-Season Tournament.
