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.

Interview Magazine called Emily Oberg the real Emily in Paris. With Sporty & Rich operating an office in France, Oberg has become the longest-staying guest at Château Voltaire on Rue Saint-Roch.

Red, white and blue says ‘winner’ on both sides of the Atlantic. Although, the USA logos are plentiful.

Americans love the Bristol, my frequent home before moving to an apartment hotel around the corner for years. In June 1940, Le Bristol Paris became the home of the American Embassy and American nationals living in Paris.

Oberg stresses the fact that her customers aren’t the French, in spite of her centralized office in Paris. Actually, Nimrod Kamer interviewed Oberg in January, 2024.

It’s very worth the read and Oberg is not seduced by very many of his suggestions about how to run her business. LOL, Kamer — known for his comic persona — is profuse in offering his unsolicited suggestions.

Oberg, who is more deadpan — if the two were on stage together — carries the day.

Example: [on opening a store in London]

KAMER: Maybe in East London?

OBERG: Mayfair.

KAMER: Are you sure about Mayfair?

OBERG: Yeah.

KAMER: Maybe Marylebone? Chiltern Firehouse is in Marylebone. It’s next to Mayfair.

OBERG: I’ve only been to London twice, for two days. I don’t actually know it. But our customers like Selfridges, Mayfair. We want to stay around there.

KAMER: Mayfair is more like a Dubai vibe.

OBERG: That’s kind of our vibe.

KAMER: Oh, that’s the vibe?

OBERG: A large portion of our customers are Middle Eastern and we have some retail accounts there.

Emily Oberg reveals that her future business strategy is to do luxury in country clubs with restaurants inside. That luxury includes her food and drink products sold at the Sporty & Rich Wellness Club on SoHo’s Greene Street, in addition to Sporty & Rich clothes. And whatever products the entrepreneur wants to do next. Emily Oberg is one to watch.