Sporty & Rich Arrives for Just in Time for Holidays at Carlyle Hotel New York City

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Sporty & Rich Arrives for Just in Time for Holidays at Carlyle Hotel New York City

Sporty & Rich Arrives for Just in Time for Holidays at Carlyle Hotel New York City

In this November 2024 drop, The Carlyle New York [IG], a Rosewood Hotel, joins Oetker Collection hotels Le Bristol Paris and Hotel du Cap-Eden-Roc in Antibes, France in launching a custom collaboration with this truly impressive, big-wings brand-potential business Sporty & Rich [IG], founded by Emily Oberg.

In June 2024, Sporty & Rich collaborated with select Rosewood Asaya spas including the Rosewood São Paolo.

In an interview with Glossy in August 2023, Oberg pegged S&R’s revenue at $30 million with a goal of $200 million.

We think it’s much higher, with branding and product synergies that share much in common with SKIMS.

Emily Oberg is not Kim Kardashian, for sure. But she compensates for some of the name-recognition deficit with these rock-solid, prestige hotel alliances that can open new doors and rain money with reorders and fresh collaborations for years.

One can easily argue that Emily Oberg has aligned herself with “old money” hotels — and golf courses in the future — that have many stories to share about the lives of the world’s global elites.

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Sporty & Rich Drops Core Collection October 2024 Faced by Andreea Diaconu

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Sporty & Rich Drops Core Collection October 2024 Faced by Andreea Diaconu

Sporty & Rich founder Emily Oberg has dropped her new Core Collection, two months after filing a trademark application for a brand called Sensual Sport.

Top model Andreea Diaconu showcases the Core Collection, lensed by Dudi Hasson [IG].

Oberg isn’t selling a sustainability message for Sporty & Rich — although her approach to fashion itself may be more sustainable. But seeing Diaconu reminded me of her 2023 C2C Certified® cashmere campaign for Ralph Lauren. That campaign is very in sync with Oberg’s Sporty & Rich mindset.

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Sporty & Rich x adidas Originals Capsule Pops into Le Bristol Paris with Malika el Maslouhi

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Sporty & Rich x adidas Originals Capsule Pops into Le Bristol Paris with Malika el Maslouhi

The Sporty & Rich brand has a habit of hanging out in the best hotels. Which is why the current Sporty & Rich x adidas Originals capsule collection popped into Le Bristol in Paris’ 8th arrondissement last week in time for the Paris Olympics.

Model Malika el Maslouhi models the sporting capsule in digital media and in-store materials.

Marketing and branding has tapped every aspect of food sourcing, including a flour mill and a chocolate factory in the hotel basement. This is important to know, when a Sporty & Rich x adidas Originals miche du pain arrives on one’s table in the relaxed brasserie. Or the famous Le Bristol door key for your room? Emily Oberg has left her mark there, too.

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Sporty & Rich Returns to Eden-Roc in New Campaign Lensed by Henrik Purienne

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Sporty & Rich Returns to Eden-Roc in New Campaign Lensed by Henrik Purienne

LA’s Sporty & Rich brand founder Emily Oberg returns to Hotel du Cap-Eden-Roc in the south of France for a new campaign and collaboration. Oberg is very successful in collabs and she put her young Sporty & Rich brand on the map last July with her first branded collection with the spectacular hotel in Antibes.

In this new campaign, model Constanze Saemann is lensed by sensually-aware photographer Henrik Purienne [IG], adding a bit of spice to the brand.

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Sporty & Rich Founder Emily Oberg In the Streetwear Passing Lane With Soho Store

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Sporty & Rich Founder Emily Oberg In the Streetwear Passing Lane With Soho Store

“I do consider Sporty & Rich streetwear, but I also consider it a lifestyle and wellness brand,” Oberg is quoted by Vogue. “I’m trying to get out of the ‘streetwear’ lane because I feel it is very limiting—even Supreme’s business isn’t as strong as it once was because people are just shopping differently. The demand for logo-driven items is decreasing, so I want to expand and broaden the range.” 

The spa facilities are very much “if you know, you know” and Oberg has no intention of putting a sign in the window. “Health is Wealth” is a core brand plank for Sporty & Rich — and very deeply embedded in in Emily Oberg’s personal DNA.

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