Adidas worked with her and Hailey Bieber wears her clothes: how entrepreneur Emily Oberg grew her Instagram account into a hit athleisure brand

When Oberg started an Instagram account showing ‘things she wanted’, little did she know that within 4 years Sporty & Rich would be a brand worn by top models

The entrepreneur talks about how she started the label, her desire to conquer the lifestyle and wellness industry, and why passion is the key to happiness

Reading Time:4 minutes

Published: 7:15pm, 25 Apr 2023

When Emily Oberg first started an Instagram account under the handle @sportyandrich, she thought it would make a good mood board for her life.

“It was an amalgamation of things: places I wanted to travel, things I wanted to own, houses I wanted to live in,” Oberg says.

Little did she know that, within four years, Sporty & Rich would be an athleisure brand and the Instagram page full of imagery from its own campaigns, and from collaborations with household names in athleisure like Prince and Adidas, punctuated with archival Kate Moss photos and vintage Adidas ads.

If the account was an attempt to manifest a picture-perfect life, then, from an onlooker’s perspective, it’s certainly done the job. At just 29, Oberg has not only created a buzzy player in the crowded fashion and lifestyle space, she’s also grown her personal brand as its frontwoman and an entrepreneur.

A campaign image from Sporty & Rich’s Adidas collaboration. Oberg’s brand now has over 150 stockists around the world. Photo: Sporty & Rich

Visit her Instagram page and it’s abundantly clear that she lives the Sporty & Rich life: baggy sweat sets (her own, of course), luxury watches and wellness treatments abound.