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What is Sporty & Rich, the athleisure brand that Gen Z loves? How Emily Oberg turned an Instagram mood board into the LA-based label with Princess Diana-inspired campaigns and an Adidas collab
STORYSheena Khemaney
- Oberg just opened a 3,600 sq ft flagship store for her athleisure label Sporty & Rich in New York’s SoHo neighbourhood, with a discreet spa that offers facials, massages and body treatments
- The lifestyle brand also offers activewear such as oversized sweatshirts, leggings, track pants and printed T-shirts, and has collaborated with big names like tennis brand Prince and Le Bristol Paris
Whether you’re a serious fitness buff – or not – there’s no denying the appeal of activewear and lifestyle brand Sporty & Rich.
The Los Angeles-based label, founded in 2015 by young entrepreneur Emily Oberg, specialises in athleisure wear and preppy everyday basics with a retro twist.
Also, who doesn’t love the name “Sporty & Rich?”
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Many of the label’s stylish separates – for instance, its oversized sweatshirts and printed T-shirts – are plastered with varsity-inspired logos and (sensible) wellness-related phrases that encourage a balanced lifestyle. Favourites include “Drink More Water!” and “Health is Wealth!”
Although it’s been less than 10 years since Sporty & Rich has launched, the brand has managed to forge successful partnerships with environmental non-profit organisations and other key players across multiple industries. The iconic Hotel du Cap-Eden-Roc, Adidas, tennis brand Prince and Le Bristol Paris are just some of the big names it has collaborated with. Its campaigns have also taken inspiration from celebrities such as Princess Diana, and JFK Jr and Carolyn Bessette-Kennedy.
Here’s a little more about Sporty & Rich.