Before Sporty & Rich was a fashion brand, it was a magazine. Before it was a magazine, it was a moodboard pinned together by founder and visual director Emily Oberg, collating the many streaming sources of inspiration, past and present, that represent her idea of success.
Born in Calgary, Alberta, Oberg wanted to redefine what it means to be owning life, especially for the modern-day women who play—and win—by their own rules. This includes every aspect that touches her days, from design, love, and creativity, to moments past and present and the people who make them. As an editorial producer back then, she had a bird’s eye view of the latest trends and the ability to filter what works and what doesn’t from the influx of content women are bombarded with daily. Using this knowledge, she had carefully and conscientiously curated a life of success that worked for her and hoped to do so for others.
Success, as translated by the Sporty & Rich Instagram account, is being able to be comfortable in your skin while never failing to elevate the ordinary moments. It is taking care of yourself, your environment, and those around you. Its tagline says it all: “Be nice, drink plenty of water, and take care of your body”. On a more tangible front, it dresses its subscribers with its fashion range of vintage sportswear tinged with a touch of luxury.
Springboarding off its initial magazine concept, Sporty & Rich burst onto the scene as a retail brand in 2018. It took almost no time for it garner fans the likes of Hailey Bieber, collaborate with brands like Adidas, open an experiential store in New York’s SoHo, and reach US$30 million in annual revenue. Most recently, it released a second capsule collection with Le Bristol Paris personifying the eternal chic of the city of Paris, where the brand and its headquarter now share a base with Los Angeles.
If Sporty & Rich has become a hit, it is only made possible by its long-term vision of taking care of people and planet. As a brand, it values our Mother Earth, and has made it part of its mission to partner with leading environmental non-profit organisations to help reduce and offset the damage of fast fashion and the garment producing industry on the whole. It designs clothing that bows to no time and trend, encouraging wearers to keep their Sporty & Rich pieces forever, as they will only get better with time.
In the long run, Oberg dreams of helping Sporty & Rich followers invest in the only real asset: oneself. She envisions a Sporty & Rich holistic space in every major city, a country club of its own, where one can go for everything they need for their mental and physical wellness. It will be a place for the fun and frivolous, like tennis lessons and Pilates classes, as well as the needy and necessary, like bloodwork check-ups, colonic irrigation, and naturopath programmes.
Until then, Oberg is set on keeping things simple in the pursuit of happiness and, more importantly, success.
What are you most excited about this year?
Expanding our retail footprint and working on some incredible collaborations that will push the brand into new and exciting spaces.
Share with us a little-known fact about your journey with Sporty & Rich thus far.
When I first started Sporty & Rich, it was never meant to be a brand—it was just a passion project, a magazine. The idea of turning it into a full-fledged label came much later and happened very organically.
What’s your most memorable achievement with Sporty & Rich?
Opening our store in SoHo was a surreal moment. Seeing the brand come to life in a physical space, in such an iconic neighbourhood, felt like a major milestone.
What has been pivotal to Sporty & Rich’s success in the past?
Staying true to my vision and never compromising on what feels authentic to me. The brand is an extension of my identity, and I think people connect with that honesty. We’ve never chased trends or taken shortcuts—everything we do is intentional.
What has been the most valuable lesson you’ve learned running Sporty & Rich?
Learning to delegate and surround myself with experts who excel in areas I don’t. Trusting the right people has been a game-changer.
What’s the first thing you do in the morning?
Brush my teeth, scrape my tongue, and start my day feeling refreshed.
What would make the biggest difference in your life right now?
The ability to be in two places at once—there’s always so much I want to do, but only so many hours in a day.
What do you crave most at the end of the day?
Stillness—peace, calm, and a moment to reset.
How do you find calm?
By prioritising my well-being—whether that’s through movement, alone time, or simply creating space for myself to breathe and reset.
When was the last time you were completely unplugged?
A couple of months ago in Hawaii, where I barely checked my phone. It was the kind of reset I didn’t realise I needed.
What have you done recently for the first time?
Rode a roller coaster—it was equal parts terrifying and exhilarating!
What is it like to be you?
I genuinely love being me. I’ve worked hard to build a life that feels fulfilling, aligned, and exciting every day.
