Sporty & Rich
The Sporty & Rich fashion brand we know today started as a simple Instagram mood board by Emily Oberg.
Oberg turned her online community into a successful fashion business. Here’s how…
MOOD BOARD ORGANIC GROWTH
Emily Oberg, Founder of Sporty & Rich, started a personal mood board Instagram account in 2015.
As the Instagram page began to build momentum, Oberg saw the opportunity to introduce new merchandise to her audience.
PRINT MAGAZINE
Her curated online aesthetic evolved into a print magazine in May 2016, redefining her vintage luxury sportswear brand vision and building a loyal community.
Although the magazine wasn’t a profitable business venture, it did create space to launch further merchandise to her community.
CLOTHING MERCHANDISE
Oberg seized the opportunity to launch clothing merchandise to her audience.
She began by releasing sporty hat and crewneck styles.
The community’s response to her initial release’s were positive, giving her the potential to turn her passion project into a full fashion business.
One of Sporty & Rich’s first crewneck styles generated $600,000 in one day.
PRE-ORDER STRATEGY
Emily used a pre-order strategy to scale her business, allowing her to generate profit without overproducing products.
She recognized her weaknesses in business skills and sought advice from experts in areas of production, operations, and finance to ensure her business’ success.
LIFESTYLE & COMMUNITY FOCUS
Oberg credits the success of Sporty & Rich from her ability to create a visual desirable lifestyle that her community would relate to.
Sporty & Rich currently has a New York City flagship store which includes a cafe and spa.
The spa offers wellness elements and a wellness book, reflecting Emily’s personal interest in health and well-being.
INTERNATIONAL COLLABORATIONS
The brand has expanded internationally, with retail locations in cities like Seoul, Bangkok, and Dubai.
Sporty & Rich has further collaborated with brands like Adidas, The New York Yankees, Hotel du Cap Eden Roc, and Lacoste.
