As we dive deeper into the latest NBA season, there’s only one burning question on everyone’s mind: Is the tunnel fit dead? Of course, players are still (attempting) to put their best fashion foot forward. Yet, the aura surrounding the hallowed “pre-game look” has substantially dissipated compared to past seasons, where the allure of off-court attire at times rivaled the actual performances on the floor. Even Kyle Kuzma, one of the game’s most notable style savants, publicly denounced his desire to participate in the once-lauded ritual — a move that sent shockwaves through circles of fit fanatics scattered across the internet.
But why now, when fashion’s imprint on pro sports has become almost indelible, are we reconsidering our stance on professional basketball’s version of a runway moment?
For many, it boils down to a yearning for authenticity, an oft-overused although fitting descriptor in this specific case. As the NBA’s fashion bubble began to expand at the turn of the 2010s, an increased tolerance for more eccentric and en-vogue style profiles spread throughout the league, empowering players to express their individualism outside the lines. This reframed perspective helped distinguish the person from the on-court performer and gave less high-profile ballers a platform to establish a marketable brand image.
As view counts rapidly multiplied, though, so did some athletes’ desire to become the league’s de facto forebear of fits, going to outlandish lengths in the name of “fashion” — a crime even the reformed Kuzma is guilty of. Now, faced with a vacuum of subpar, hype-driven looks, many of us — players and fans alike — have arrived at a crossroads, searching for a sense of originality and sincerity as the NBA transitions into its next style era.
Among the names changing the narrative, Golden State Warriors guard Stephen Curry is working to set a new precedent for properly putting it on. Piggybacking off an initiative started last season with Rakuten, the leading shopping destination for Cash Back and rewards, the basketball great is leveraging his strut through the arena to shine a light on a few featured Black and Brown designers currently making an impact. Teaming with stylist, friend, and member of the Black in Fashion Council Jason Bolden, a selection of Curry’s pregame ensembles throughout the season will feature curated pieces from Billionaire Boys Club, ÁWET, and Saif Ud Deen — a move that keeps the 2-time MVP flawlessly fitted with more than half the season left to go.
As one of the last players included in the pre-tunnel walk generation, Curry remembers the days when the media only cared about the names of opposing teams rather than the ones on his shirt’s tag. But, as the game’s most transformational shooter knows firsthand, things change, and you have to develop with the times — a shift that has been carefully observed.
We’ve already noticed the newly minted Olympic Gold Medalist level up stylistically within the last year. Cultivating an aesthetic suited to his sensibilities, Curry has traded out his sweats for head-to-toe Bottega looks, a Homme Plissé Issey Miyake suit, and a rare READYMADE x Denim Tears cotton wreath jacket, just to name a few — not too bad for a “late bloomer.”
To better understand his approach to style, we sat down with the 4-time NBA Champion to talk about his ongoing fashion journey and the latest collaboration with Rakuten and Bolden.
Why has off-court style become such a focal point in the modern NBA?
I think culture is so blended now with sports, music, art, and fashion. You see that intersection all the time. There’s such exposure everywhere, even behind the scenes in the tunnel.
In my rookie year, I remember there was literally one camera following me into the arena. Now, there are 20 cameras and flashing lights. It feels like an actual runway. For me, It’s just fun to find those times to express yourself outside of being an NBA athlete.
At what point in your career did the off-court style component become something you started thinking more about?
I think it was around 2014-15, my first MVP year, and I did this campaign for Express. I was rocking the suits and doing photo shoots, the whole deal. After that, I just remember thinking, “Alright, I’m kind of creating a look and a profile now. So what’s next?” After that, my whole wardrobe changed.
Oh, and my wife! She’s the fashionista in the house. I’m just trying to keep up with her.
How would you describe your style as you continue to develop specific tastes?
I’d say it’s pretty modern and casual. I have a very classic look. I don’t want to be too loud and look like I’m trying too hard, but I also try to find that “edge” and wear stuff that might be a little unexpected. I just want everything to feel natural and comfortable.
These days, some guys in the league like to take risks with their off-court looks. What does a “fashion risk” look like to you?
I can’t remember the exact year, but we played a game in Portland a few seasons ago. I wore a chamois leather shaft-like trench coat, silk pants, and green Bottega boots. That was a risk for me. It was almost too runway. It would’ve been great if I had taken any of those pieces and worn them independently. Put all three of them together, and it was all over the place.
How did this specific partnership with Rakuten align with your personal style ideology?
It started last year, and we worked with six or seven designers. They were mostly people from the Black and Brown community and were either just getting their start in the game or had been under the radar for a long time. So we worked with them to create fits I could rock into games and leverage that tunnel walk moment. And then, on the back end, what I’m wearing to the game drives awareness for that designer, and fans could go on the Rakuten platform and buy the exact looks I was wearing.
We’re back doing it again this season with three brands: Billionaire Boys Club, AWET, and Saif Ud Deen. We know the fashion industry hasn’t always created opportunities for folks in the Black and Brown community, so it’s a cool way to leverage my platform and their talent to drive opportunity through it all.
Why does it feel like the best time for this kind of partnership at this point in your career?
Well, I know I’m only going to be doing these tunnel walks for four or five more years, maybe. To me, it’s just another way to take advantage of the moment when it’s hot. It’s not about me; it’s about using the opportunity to drive that attention toward important things. So, there’s no better time than now, I guess.
In the NBA, who is someone’s style you admire?
Russell Westbrook, for sure. He’s always been the one you know will turn heads, and I think he probably loves it more than anybody. I know he’s got his brand, Honor the Gift, now. He lives it.
Shop pieces from Curry’s select tunnel fits at Rakuten.com..