Sporty & Rich

Initially conceived as an annual print publication and Instagram moodboard, Emily Oberg's Sporty & Rich brand has organically evolved into one of luxury athleisure’s prominent figures. Embracing its titular descriptors as guiding principles, the brand plays with dynamic interpretations of affluence and athleticism by using them in aesthetic conjunction. In 2019, when Nicholas Schmidt Studio first partnered with Sporty & Rich, we established the graphic framework for the brand, broadening its initial product offering to encompass a more comprehensive selection. Through the adoption of a research-focused approach, we curated a collection of graphics that encapsulated the dualistic yet unified ethos of Sporty & Rich and its expanding customer base.

    Inspiration
The brand's nostalgic approach stands as the cornerstone of its appeal, weaving a narrative through 90s aristocracy and 00s athletics. In our pursuance to define a niche that encapsulated the essence of "Sporty & Rich", we delved into the core principles that underpin this ethos. Among these principles, we identified the significance of affluence, not merely in terms of material wealth, but also in the richness of experiences and opportunities that it affords. Additionally, we noted the importance of health and longevity, establishing that genuine prosperity involves not only financial achievement but also physical and mental wellness.
    Our exploration led us down paths lined with venerable classic heritage brands and renowned hospitality institutions, each embodying a legacy of luxury and refinement that resonates deeply with the brand's identity. From the historic private members’ clubs to the iconic hotels, these institutions represented more than just places; they embodied a lifestyle—an aspirational ideal.
    Additionally, we found inspiration in the health food movement that burgeoned in California during the 1960s, characterized by the emergence of co-ops and local markets, and the subsequent rise of brands like Erewhon and Whole Foods, now esteemed pillars of the health community. Our efforts were directed towards cultivating a mindset that reflected the principles championed during this era.

    Process
We sought to establish a versatile graphic foundation adaptable to various body styles and products. This foundation was built upon a selection of staple graphics, which were further explored with seasonal color variations. With each collection new graphic styles were introduced to ensure a varied output and reflect the evolving visual story of the brand. The graphics reference both classic and niche iconography in the health and luxury environments, calling back to the aforementioned ideals. This amalgamation of influences imbued the designs with referential depth and complexity.