The evolution of Sporty & Rich, the brand by Emily Oberg From Instagram moodboard and magazine to a leading brand in sportswear

The luxury wear and sportswear of the 80s and 90s, Lady Diana in a sports outfit.
This is the mood of Sporty & Rich, the Instagram page founded by Emily Oberg that became first a magazine and today a brand. We had already told you about Emily, about her sneaker collection about her passion for vintage and retro aesthetics, from the beginning of her career to the first hoodies and t-shirts with logo.

Sporty & Rich was born as an Instagram moodboard page curated by Emily herself, creating her own aesthetic: a look at the past, a little nostalgic, made of old car commercials, analogue photos, landscapes and breathtaking 70s-style houses. 

From the Instagram moodboard, Sporty & Rich evokes the imagination of the American girl next door, divided between cheerleading and biology lessons. The brand takes up the trend of American Apparel aesthetics in an unprecedented chic version and certainly more bon ton than the original: the Sporty & Rich girl is the first in the class, nothing to do with her forgotten companions Brandy Melville and Subdued.

"Be nice, drink water, be good to the planet, take care of yourself and live a life of pleasure." - is the motto.

In an email to customers, the founder said: “We started as a small one-man business and we have grown in a way we could never have foreseen. During this process, we made huge mistakes and I am really sorry about this."

The episode highlights how difficult it is now in times of social media, but above all of Coronavirus, to manage and maintain a brand. Although Sporty & Rich's goals and ideals are absolutely in line with the direction of the market, this does not seem to be enough.

The idea that a brand can only leverage aesthetics continues year after year to crumble and to demonstrate that perhaps not even one more tree in Madagascar following an online order can balance an inconsistent Customer Relationship Management.