The Los Angeles Beat officially unveiled its new brand identity today during the Pro Padel League City Cup Finals at the Hammerstein Ballroom in New York City — marking the start of a bold new era for the franchise.
The rebrand represents more than a visual transformation; it’s a statement of intent. The refreshed identity reflects Los Angeles’ creative energy, street culture, and competitive spirit — blending the pulse of the city with the global rise of padel.
The Beat partnered with The Working Assembly (TWA) — a top-tier creative agency recognized for its work with Fortune 500 companies and some of the world’s most iconic brands — to bring this vision to life. Together, they developed a modern, culturally rooted identity that captures both the edge and ambition of Los Angeles.
Today’s unveiling marks the first iteration in the team’s multi-phase rebranding process, introducing the new logo system, color palette, primary uniform kits, and the creative inspiration shaping the Beat’s broader storyline. The launch celebrates not just design, but direction — positioning the team as a leading force in the league’s next chapter.
“This is just the beginning,” said Corey Eisen, President & General Manager of the Beat. “This first phase of our rebrand draws deeply from Los Angeles’ hip-hop culture, streetwear style, Hollywood lifestyle, and the city’s unmistakable grit — all of which fuel the identity we’re building on and off the court.”
Backed by significant new investment and a clear vision for growth, the Beat is positioning itself as a flagship franchise within the Pro Padel League and a cultural bridge between sport, style, and community.
