Once upon a time, there existed an Instagram account named Sporty & Rich. In its early days, it was purely a source of visual satisfaction, featuring a curated collection of images ranging from supermodels and interiors to advertisements from the 80s and 90s. Vintage Range Rovers, Rolexes, and Ralph Lauren made appearances, evoking a sense of affluent nostalgia, occasionally mixed with modern references like Frank Ocean’s album cover, Phoebe Philo’s Céline designs, and even Barack Obama playing basketball. The account was created by Emily Oberg when she was just 20, and initially served as a personal hobby, a reflection of her personal style characterized by the blending of high and low fashion. At that time, Oberg resided in a Brooklyn neighborhood called Bedford-Stuyvesant and worked as a video personality for media company Complex.
However, as her following grew, Oberg began envisioning more for Sporty & Rich. She first thought of creating a print magazine, followed by a small line of merch featuring simple hoodies, tote bags, and hats adorned with the “Sporty & Rich” brand name. Soon after, Oberg started to imagine a different kind of life for herself, one with less hustle and more leisure. In 2018, she made the move to Los Angeles, and now her T-shirts proudly display phrases like “Health Is Wealth!” and “Drink More Water!”
Since then, Sporty & Rich has expanded significantly, with its CEO, David Obadia, estimating the brand’s worth to be around $30 million. Now 29, Oberg has returned to New York to establish Sporty & Rich’s first retail store in SoHo. The store not only sells vintage-inspired activewear and graphic loungewear, but also offers two unique spa services—a “lymphatic sculpting” massage and a “natural face-lift” facial targeting buccal fat. Instead of traditional mannequins, the store boasts a large sculpture of a glass of green juice, which can be enjoyed in the accompanying cafe that serves bone broth, smoothies, and imported Los Angeles coffee.
Looking ahead, Sporty & Rich has plans to launch its own skincare line, and Oberg is actively working on developing dietary supplements and even sex toys. In striving for these ambitions, Oberg aims for Sporty & Rich to become the younger generation’s version of Goop—an aspirational lifestyle brand. Reflecting on the brand’s appeal, Oberg believes that it ultimately comes down to people simply wanting something that embodies the spirit of Sporty & Rich.
In recent years, Oberg has been transparent about her personal health routines and experiments. She published “The Sporty & Rich Wellness Book” last year—an advice-filled coffee table book featuring artful photos of toned models. In interviews, she has mentioned her fondness for getting “colonics” and even recommended an at-home enema kit that uses coffee. Oberg has also explored ozone therapy for her autoimmune disorder, Graves’ disease. Although she acknowledges that those involved in the wellness industry are often under intense scrutiny, she draws inspiration from the controversial Gwyneth Paltrow, who has faced backlash for discussing topics like liquid diets.
Notably, Oberg has experienced her fair share of criticism and controversy. In 2020, she publicly apologized for an Instagram post that compared the prices of fast food to “real food,” which many found insensitive and ignorant of food deserts. Resurfaced Instagram remarks and a podcast interview revealed her past endorsement of anti-vaccine beliefs. In response, Oberg clarifies that her comments were made in a casual, unsuspecting context, and she now advocates for vaccination and emphasizes her commitment to not endangering others.
Oberg’s upbringing greatly influenced her perspectives on health and style. Her mother’s interest in natural medicine and her father’s emphasis on durability and longevity shaped Oberg’s approach. However, she admits that the “Rich” aspect of her brand was always something she longed for and admired. From a young age, Oberg was captivated by clothes and fashion, which led her to work in retail during her teenage years. She eventually made her way to Complex, where she gained recognition through her video series, “Get Sweaty,” and interviewing streetwear aficionados outside Supreme.
Despite her rise to micro-celebrity status, Oberg has managed to distinguish herself from the typical influencer. Her personal Instagram account may showcase aspirational content, but sponsored posts are rare. In fact, she has openly pointed out the absurdity of the influencer industry. Oberg’s father attests to her humility and reminds her to appreciate the present moment, understanding that fame and fortune can be fleeting.
Sadly, Oberg recently experienced a common milestone in the realm of the rich and famous—a burglary incident. Nonetheless, she remains resilient and focused on pushing forward. Sporty & Rich is an ever-evolving brand, and Oberg intends to continue its growth by diversifying its product offerings. Going forward, she hopes her brand can captivate and inspire the younger generation, much like her role model, Gwyneth Paltrow, has done with Goop.
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