How Three Women Built a Purpose-Driven Pickleball Brand That’s Changing the Game (and Brain Health)

What happens when three powerhouse women combine purpose, passion, and pickleball? You get Moorlow—a fresh, sophisticated lifestyle athleisure brand that’s as stylish and functional as it is meaningful. Built on a shared love for the fastest-growing sport in America and a deep commitment to advancing brain health research, Moorlow proves that fashion can do far more than make you look good—it can be a force for good.

In this inspiring podcast episode, host Christina Daves welcomes the dynamic founding trio behind Moorlow: Holly Morris Espy, Sondra Hoffman, and Brooks Kenny. What began as casual games of pickleball among friends quickly evolved into a mission to fill a gap in the market—stylish, versatile performance wear for women—while supporting a cause that hits close to home for millions: cognitive health and Alzheimer’s prevention.

From walking trade show floors without a fashion background to building a brand from scratch that turns heads and changes lives, the women of Moorlow share how they turned a simple idea into a purpose-driven business with real impact. Whether you’re a female entrepreneur, a wellness advocate, a brain health supporter, or someone dreaming of turning your own passion project into reality, this episode delivers candid insights and powerful takeaways.

A Simple Walk with a Bigger Purpose

Every game-changing brand starts with a simple moment. For Moorlow, it was a walk with a friend who had just been diagnosed with early-onset Alzheimer’s. Brooks Kenny, a long-time brain health advocate, found herself overwhelmed with emotion during that walk. Her friend’s fear of losing herself—her essence, her identity—cut deep.

That moment planted the seed.

At the same time, Brooks had recently fallen in love with pickleball. She, Sondra, and Holly had started playing regularly, relishing in the camaraderie and the chance to step outside of daily stressors. But they noticed something missing: stylish, performance-ready clothing that didn’t compromise on comfort or confidence—and nothing on the market was giving back to a cause.

So they created it.

Pickleball Performance Wear with Purpose

“Moorlow” was born out of their shared love for the game, a passion for empowering women, and a commitment to brain health. It’s not just fashion—it’s function and impact in equal measure.

Each piece of clothing is intentionally designed to mix and match, taking the guesswork out of styling. Whether you’re new to fashion or don’t want to overthink an outfit, Moorlow makes it easy to feel confident, comfortable, and put together—on and off the court.

As Sondra explains, “Every top can go with every bottom… You can create a new outfit, take the guesswork out, and you’re comfortable and you feel stylish and cute.”

But the real magic? Every purchase supports brain health research.

Learning as They Go (and Faking It Until They Made It)

Christina, the host, acknowledges what many founders feel but don’t always say: manufacturing and designing a product is hard. It sounds glamorous—beautiful clothes, fun photoshoots, exciting branding—but behind the scenes, it’s a mess of samples, suppliers, acronyms you don’t understand, and constant problem-solving.

None of the women had a fashion background. They just started asking questions.

Brooks and Holly took a train to New York and walked into the overwhelming world of fabric sourcing at the Javits Center—completely out of their depth. But they were curious, determined, and humble enough to learn. They asked questions, circled back to booths, and slowly built up their knowledge.

They prioritized quality from the start. No shortcuts. Their garments needed to feel luxurious, look elevated, and perform well. They insisted on standout stitching, custom trims, and comfort that inspired confidence.

“People are going to be recognizing our collection on and off the court from the start,” Holly emphasized.

“We Just Did It”—The Power of Action

Brooks, Holly, and Sondra credit their progress to simply doing the thing. They didn’t wait until they had it all figured out. They leaned on their networks, asked for help, and weren’t afraid to look up confusing terms mid-meeting.

For Brooks, that meant drawing on years of leadership experience. She’d built relationships in the nonprofit world, spearheaded major public health initiatives, and understood the art of communication and collaboration. That translated beautifully into building a business—even if it was a completely new industry.

Eventually, they connected with “Fabric to Finish,” a New York-based company that helps emerging designers bring their vision to life. With sketches from Sondra, fabric knowledge from the Javits adventure, and a lot of hustle, the first line of Moorlow clothing started to take shape.

Women Supporting Women—The Secret Ingredient

An unexpected (but heartwarming) part of their journey? Nearly every door that opened came from another woman.

As Sondra shared, “Almost everyone who’s connected us with who we need to know has been women. It’s been women connecting us with other women.”

Brooks, Holly, and Sondra actively leaned into those connections—from industry advisors to friends who knew attorneys in Hong Kong. They were willing to ask, willing to learn, and willing to be beginners. And it paid off.

Today, their team includes top-tier advisors: one who was the Chief Merchandising Officer at J. McLaughlin, another who inked a major licensing deal with the NFL. These women not only brought expertise but also believed deeply in Moorlow’s mission.

Getting Their Hands Dirty

Even with advisors and experts, the founders stayed close to the process. They looked at prototypes, studied fit models, learned about sourcing and production, and weren’t afraid to Google their way through a technical conversation.

They negotiated tariffs, jumped on Zoom calls with overseas manufacturers, and handled logistics—right down to unpacking bulk shipments in a driveway.

This wasn’t just about launching a brand. It was about building something they could be proud of—something they truly understood from the inside out.

Confidence as a Core Value

Moorlow mission goes far beyond creating stylish, high-performance outfits for pickleball and beyond. At its core, the brand is about empowering women to feel confident in their skin—without having to sacrifice comfort, functionality, or personal style.

As Sondra Hoffman shares, confidence is one of the most profound outcomes they’ve witnessed among customers. “When someone compliments your outfit,” she explained, “it really makes you feel good. And it changes your day.” That simple moment—a friend or even a stranger noticing how put-together or stylish you look—can ripple out into how you carry yourself for the rest of the day.

For the Moorlow team, that emotional shift is just as important as the technical performance of the clothing. They designed every piece with intention, making sure women could mix and match easily, feel supported, and love what they see in the mirror.

Brooks, Sondra, and Holly wanted women—especially those reentering sports or community after years focused on family or career—to feel visible, vibrant, and strong again. And because every Moorlow purchase contributes to brain health causes, that confidence carries an even deeper meaning. You’re not just looking good—you’re doing good, too.

That combination of inner confidence and outward impact is what sets Moorlow apart. It’s a brand built for women who want more than just a new outfit. It’s for women who want to feel inspired, seen, and part of something bigger.

Why Brain Health Matters

In the final part of the episode, the conversation turns to the heart of Moorlow’s impact: brain health.

Christina mentions that while Alzheimer’s and dementia are deeply feared, they aren’t inevitable. Research shows that an active lifestyle can reduce your risk—and that’s where pickleball and movement come in.

Brooks, who has spent years in this space, brings a wealth of experience. Her past work has educated thousands on preventative health and inspired greater funding for women’s brain health research.

Through Moorlow, she’s found a new way to keep that mission alive. Every purchase contributes to brain health causes, turning customers into advocates without them even realizing it.

It’s fashion with a purpose—and it’s making a difference.

Starting with Heart

What makes Moorlow special isn’t just the clothes (though they are stunning). It’s the heart behind the brand. Three women—Brooks, Holly, and Sondra—didn’t just create something stylish. They created something meaningful. Something that inspires confidence, builds community, and contributes to a better future.

And they didn’t wait until they had all the answers. They just started. They learned. They asked for help. They got messy. And they built something real.

If you’re sitting on an idea, let their journey be your permission slip. You don’t have to know it all. You just have to start.

Watch their full episode here: