Sporty & Rich's Emily Oberg: 'Brands with a strong image stand the test of time'

Emily Oberg, founder and owner of the 5-year-old wellness-based brand Sporty & Rich, wants to change the definition of success. 

"Never not working isn't cool. … You don't need to have a crazy work schedule, where you feel like you can't keep up, [in order] to be successful," Oberg said on the latest episode of the Glossy Podcast. "At one point, that was the definition of success, but it's changing. And I want to be part of that change." 

After starting her career in streetwear, working as a video personality at Complex before heading up womenswear at Kith, Oberg saw the opportunity to build an owned brand based on the success of her mood-board-style Instagram account, Sporty & Rich. She co-founded the brand as it stands in 2018. It has since earned fans including Hailey Bieber, collaborated with brands like Adidas, opened an experiential store in NYC's SoHo neighborhood and reached $30 million in annual revenue. Along with building Sporty & Rich to a $200 million brand, Oberg has big plans for its future. 

"It's my vision to make a Sporty & Rich country club, where you have everything: colonics, your naturopath, you can do your blood work, you can do your tennis lessons, you can go to the pool, you can see your trainer, you can do a Pilates class," she said. "It would take a lot of resources and a lot of investment, but I hope to have these in every major city. That's [a place] where I'd want to spend my time."