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Wall Street Journal

This Brand Wants to Make You Sporty, Rich—and Now, Sexy

'The Sporty & Rich brand has always been very sexy,' Emily Oberg said recently. The 31-year-old Los Angeles entrepreneur was talking about her fashion brand, which hit $34 million in revenue last year, but also the world she's been building on Instagram for the last 10 years. In Oberg-land, 'health is wealth!' as its peppy sweatshirts and phone cases shout. Sporty & Rich women go riding and play tennis in short shorts, throw camel coats over their skimpy Pilates outfits and idolize Princess Diana in her bike-short era. Visual references include vintage lad magazines Playboy and Lui, as well as modern-day 'girls by the pool half-naked in a hoodie,' Oberg said. This carnal mix of imagery has helped market the brand's athleisure, ready-to-wear, accessories, beauty products and sellout sneaker and apparel collaborations with Adidas.