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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Sporty & Rich X Hotel du Cap-Eden-Roc and the New French-American-AOC Alliance

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Sporty & Rich X Hotel du Cap-Eden-Roc and the New French-American-AOC Alliance

Embracing her faux French roots without behaving like an imposter, it’s perfectly natural — even logical — that Sporty & Rich finds itself in an exciting collaboration with one of the world’s most important destinations — Hotel du Cap-Eden-Roc Antibes.

Sporty & Rich is not just a fashion brand; it represents a lifestyle that seamlessly blends athleticism, wellness and luxury. At its core, the brand embraces the belief that being active and maintaining physical fitness should not compromise one's sense of style or desire for clothes with an attitude of luxury.

Canadian-born, New York-based founder Emily Oberg has a sixth-sense for brand DNA and pedigree, and she plays her hand expertly — choosing a name like Sporty & Rich for her brand, but not falling down the rabbit hole of vapid pretentiousness.

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