Has the athleisure aesthetic truly conquered the world of wellness? Emily Oberg, the visionary behind the rapidly expanding brand Sporty & Rich, seems to think so, and her ever-growing empire proves her right, one meticulously curated product at a time.

The genesis of Sporty & Rich, now a globally recognized lifestyle brand, can be traced back to a simple moodboard. Before it was a magazine, before the collaborations with Adidas, before the dedicated storefronts offering everything from juice bars to facials, it was a digital collage, a collection of images and ideas that represented founder Emily Oberg's aspirational world. This digital space, meticulously curated by Oberg, was a testament to her keen eye and her innate understanding of what resonated with a generation. Now, eight years later, Oberg is preparing to further expand her brand, solidifying its place as a leader in the industry. This expansion signals not only the growth of a business but also the evolution of a personal aesthetic and a lifestyle philosophy. The brand's core tenets, which emphasize health, wellness, and a luxurious approach to everyday living, are being expanded upon.

I met Emily Oberg at Erewhon, the health food grocery store in West Hollywood. She was waiting at the juice bar, her look perfectly encapsulating the Sporty & Rich ethos: a lilac sweatshirt paired with a delicate gold chain, the charm bearing the year 1994 a nod to the past, a whisper of nostalgia, and a clear marker of the brand's identity. The location itself was telling. Erewhon, a haven for health-conscious Angelenos, is a fitting backdrop for a conversation with Oberg, whose brand has become synonymous with a specific kind of well-being one that values both physical and mental health, and presents it all through a lens of high fashion.

Attribute	Details
Full Name	Emily Oberg
Date of Birth	January 9, 1994
Age (as of 2024)	30 years old
Birthplace	Canada
Ethnicity	Information Not Publicly Available
Height	Information Not Publicly Available
Occupation	Founder & Creative Director of Sporty & Rich, Social Media Influencer
Known For	Founding Sporty & Rich, a luxury athleisure and lifestyle brand; Influencer in the fashion and wellness space.
Instagram	@emilyoberg
Net Worth	Information Not Publicly Available
Marital Status	Information Not Publicly Available
Location	Los Angeles, CA (Previously New York City)
Brand's Philosophy	"Rich is a collection of simple, yet thoughtfully designed products that emphasize longevity over momentary relevance."
First Instagram Post	September 2011

Oberg's foray into the world of fashion and lifestyle began long before the creation of Sporty & Rich. She readily admits she didnt have a definitive plan at the outset. "I didn't really have a clear direction of what exactly I wanted to do, but I knew I wanted to be around clothes and something in that world," she shared. This initial uncertainty, however, provided a crucial foundation. Her early passion manifested in an Instagram account, launched in September 2011 when she was just 20 years old. This account, initially a hobby, served as a canvas for her personal style, a space where she experimented with the "mixing high and low, like sneakers with a designer" aesthetic that has since become a hallmark of her brand. This early exploration, coupled with subsequent roles at publications such as Complex and Kith, provided her with the practical experience and industry connections needed to develop her own brand.

Sporty & Rich isnt just a clothing label; it's a curated lifestyle, meticulously constructed around the pillars of health, wellness, and an appreciation for the finer things in life. The brand's expansion into the realm of sexual wellness with "Sensual Sport" is a natural progression for Oberg. "For founder Emily Oberg, its a natural transition," the move aligns perfectly with the brand's ethos. Its a strategic move that underscores her understanding of her customer base, and their desire for a holistic approach to well-being that extends beyond traditional fitness and aesthetic ideals.

The Sporty & Rich store in Los Angeles, with its 3,600 square feet, is a physical manifestation of this vision. Beyond the racks of meticulously designed clothing, the store offers a curated selection of services and experiences, including juice bars, facials, and massages. This blend of retail and wellness offerings transforms the shopping experience, creating an immersive environment that reinforces the brand's core values. The store isn't merely a place to purchase goods; it's a destination, a space where customers can engage with the brand on a deeper level and embrace the lifestyle that Oberg has so carefully crafted. Oberg is the real Emily in Paris, living and breathing her brand across both Los Angeles and Paris "Base Paris et Los Angeles, Emily Oberg est un vritable couteau suisse."

The Sporty & Rich aesthetic is characterized by a sense of nostalgia, with vintage sportswear influences combined with a contemporary sensibility. The brand's commitment to quality and longevity, rather than fleeting trends, resonates with consumers who are seeking timeless pieces that transcend the ephemeral nature of fast fashion. The focus on simple, yet thoughtfully designed products reflects Oberg's understanding of the modern consumers desire for items that are both aesthetically pleasing and ethically produced. This focus on longevity is perfectly encapsulated in the brands own statement: "Rich is a collection of simple, yet thoughtfully designed products that emphasize longevity over momentary relevance."

The brand's success is also evident in its collaborations. Sporty & Rich has partnered with established brands such as Adidas, expanding its reach and solidifying its presence in the market. These collaborations are not just about creating products; they are strategic alliances that enhance the brand's visibility and introduce it to new audiences. Celebrities like Hailey Bieber have also embraced the brand, which has further amplified its popularity and influence within the fashion and lifestyle spheres.

Oberg's journey began with an Instagram account launched in September 2011. As a lifestyle, travel, and fashion designer, and social media influencer representing Canada, she quickly garnered attention, showcasing her personal style and sharing funny videos on social media. The account, a hobby when she was 20, evolved into a platform for her creative expression. This organic growth from a personal project to a global brand underscores Oberg's innate understanding of social media and its power to connect with consumers. Before Sporty & Rich, before the magazine, the brand was a moodboard. A collection of inspiration, "collating the many streaming sources of inspiration, past and present, that represent her idea of success." This process is still at the heart of the brand.

The "Emily Loves" substack publication, with thousands of subscribers, is another facet of Oberg's creative endeavors. This weekly newsletter serves as a platform for her to share her thoughts, observations, and recommendations, providing subscribers with a curated look into her world. The newsletter is a direct connection with her audience, reinforcing the sense of intimacy and trust that has become a hallmark of her brand. Its also a reflection of the founder's multifaceted approach to brand-building: "A weekly newsletter dedicated to the things I see, think, eat, read, watch, and like."

Emily Oberg has carved a unique path, demonstrating that a strong aesthetic, coupled with a deep understanding of the consumer, can lead to remarkable success. Her brand, Sporty & Rich, is more than just a clothing line; it is a carefully crafted lifestyle, a testament to the power of vision, and a reflection of the founder's unwavering commitment to her creative ideals. Her story is an example of the potential of a single, well-curated idea that grows into a global phenomenon.

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