Title: Sporty & Rich Co-Founder Emily Oberg on Building a Nostalgic Yet Modern Label and Her New Sexual Wellness Venture, Sensual Sport

Podcast: The Who What Wear Podcast
Host: Hilary Kerr & Anna Escalante
Release Date: March 12, 2025

Introduction

In this episode of The Who What Wear Podcast, Associate Features Editor Anna Escalante engages in a profound conversation with Emily Oberg, the dynamic founder of Sporty & Rich. The discussion navigates Emily's journey from a fashion enthusiast to a successful brand creator, her strategic expansions, and her latest venture into the realm of sexual wellness with Sensual Sport.

Early Beginnings in Fashion (02:07 - 05:18)

Emily Oberg shares her foundational experiences in the fashion industry, starting at the age of 14 in Calgary’s retail scene. Her passion led her to Vancouver at 18, where she immersed herself in a comprehensive fashion program covering various facets like buying, merchandising, and fashion history.

“I always knew that I didn't want to be in media and I wanted to be more in the, like, creating side of things.” (02:40)

Her early adoption of Instagram, even before it became a sprawling influencer platform, garnered a significant following. This digital presence caught the attention of Complex magazine, offering her a role that bridged her love for style with media—though she eventually realized her true calling was to build her own brand.

Building Sporty & Rich (05:32 - 07:05)

Sporty & Rich began as an Instagram page in 2014, serving as a digital mood board inspired by Emily's affinity for sneakers and streetwear. The brand's ethos marries sport with luxury, creating a unisex appeal that subtly weaves in femininity.

“Sporty Rich is unisex and I am very much into men's style and men's fashion, but I think there's an obvious undertone of femininity.” (07:05)

This blend established Sporty & Rich as an aspirational yet attainable lifestyle brand, resonating with a wide audience seeking both comfort and style.

Transition to a Full Lifestyle Brand (07:05 - 10:20)

The first product drop of Sporty & Rich, launched on a pre-order basis, was a monumental success, generating approximately $40,000 on its inaugural day. This overwhelming response validated Emily's vision and motivated her to expand the brand beyond apparel into diverse lifestyle products such as iPhone cases, dog leashes, and denim.

“When Covid first started, I was very scared because I was like, there's no way people are going to be spending their money right now. But the business just grew.” (10:20)

Despite initial fears during the pandemic, Sporty & Rich not only endured but thrived, showcasing Emily's strategic acumen and ability to adapt under pressure.

Strategic Brand Collaborations (22:34 - 24:09)

Emily emphasizes the importance of collaborating with established brands like Adidas, Lacoste, and luxury hotels such as Le Bristol in Paris. These partnerships amplify Sporty & Rich’s brand visibility and align with its aspirational lifestyle narrative.

“I always want to work with people who are bigger than us and who have been doing what they've been doing for a long time.” (22:34)

These collaborations are carefully curated to ensure authenticity and mutual benefit, enhancing the brand’s prestige and reach.

Venturing into Sexual Wellness with Sensual Sport (12:28 - 19:07)

Expanding her entrepreneurial footprint, Emily introduces Sensual Sport—a luxury sexual wellness line aimed at filling a market gap for stylish, high-quality sexual health products. The initial offerings include a vibrator, a hyaluronic acid-based lubricant, and a flavored mouth spray designed to enhance intimacy.

“I thought there was a need and a gap in the market for a luxury cool sex brand.” (13:06)

Sensual Sport embodies Emily's commitment to emotional connection and aesthetic excellence, mirroring the successful formula of Sporty & Rich.

Overcoming Challenges and Team Dynamics (15:21 - 16:33)

Launching Sensual Sport presented unique challenges, particularly regarding team buy-in and market perception. Emily navigated these hurdles by positioning Sensual Sport as a standalone entity, ensuring it maintained its distinct identity separate from Sporty & Rich.

“I just decided to do it on its own and I think that was ultimately the best decision.” (15:41)

This strategic separation allowed both brands to flourish without diluting their individual identities.

Brand Identity and Design Philosophy (19:07 - 22:34)

Emily delves into the design principles that unify Sporty & Rich and Sensual Sport. Drawing inspiration from vintage publications like Playboy and Louis magazines, she strives to blend nostalgic aesthetics with modern sensibilities. Her approach ensures that both brands exude elegance, playfulness, and authenticity.

“Consumerism is such an emotional thing. I think that's also a big part of why Sporting Rich has done so well, but so much based on nostalgia in the past.” (17:54)

This philosophy fosters a deep emotional connection with consumers, enhancing brand loyalty and appeal.

Expanding Physical Presence (24:09 - 27:01)

The establishment of Sporty & Rich’s flagship store in New York City marked a pivotal moment, solidifying the brand’s permanence in the fashion landscape. The store transcends traditional retail by offering experiential elements like a juice bar and a spa, encapsulating the comprehensive Sporty & Rich lifestyle.

“When you go to any boutique, like a Ralph Lauren, it's like that world is so obvious and apparent in every single detail and you get it right away.” (25:44)

This immersive retail experience not only elevates the brand but also provides customers with a tangible connection to its ethos.

Future Endeavors and Vision (27:25 - 28:16)

Looking ahead, Emily expresses enthusiasm for branching into film and television, aiming to translate the immersive worlds crafted by Sporty & Rich and Sensual Sport into visual storytelling mediums.

“The next step is taking a world that's in my head and creating it in a show.” (27:25)

This ambition underscores her commitment to expanding the brand's influence beyond fashion into broader cultural narratives.

Conclusion

Emily Oberg's journey with Sporty & Rich and her new venture, Sensual Sport, exemplifies strategic brand building rooted in authenticity, emotional resonance, and innovative expansion. Her ability to navigate challenges, foster meaningful collaborations, and continually evolve her brand ethos positions her as a formidable force in the fashion and lifestyle industry.

Note: Advertisements, introductions, outros, and non-content segments from the transcript, including Lauren's promotion of Noom and Anna's eBay advertisement, have been excluded from this summary to maintain focus on the substantive conversation between Anna Escalante and Emily Oberg.