Steph Curry is using his tunnel outfits to spotlight a diverse range of fashion designers this season.
The Golden State Warriors point guard and two-time MVP is continuing his partnership with Rakuten for the 2024-25 NBA season to wear looks from Black and Brown fashion designers during the highly watched “NBA Tunnel.” Curry is also working with stylist Jason Bolden for the initiative.
“My whole mission across every opportunity I have is to elevate people that deserve an opportunity and to drive awareness toward some very talented individuals, especially in this fashion industry where Black and Brown communities don’t necessarily get the same resources or opportunities,” Curry said. “Leveraging our tunnel walks that have become a really big part of the NBA experience with cameras everywhere behind the scenes, you have that moment where you’re walking in and it’s a great opportunity for self-expression through the clothes that you’re wearing.”
For Curry’s upcoming tunnel walks, he has plans to wear looks from brand like Billionaire Boys Club, Áwet and Saif Ud Deen. Curry said the looks will be classic and modern to reflect his own style.
“My whole purpose is to not try too hard to stand out,” Curry said about his tunnel ‘fits. “I don’t ever dress loud just for the sake of dressing loud and I think I have a very classic, modern, casual style. It’s something that you can put on pretty easily, wear to different events or different venues or different things. It’s kind of versatile. Every brand that we’re wearing has a different way of addressing that or attacking that and it’ll be cool to see the range within all the different looks that I put on.”
Jason Bolden and Steph Curry
Courtesy of Rakuten
During Curry’s 16 seasons in the league, the NBA Tunnel has transformed into a runway in its own right, with many players using their walk as a way to reflect their personal style or a statement.
Curry explained it’s been interesting to see the evolution of the NBA Tunnel during his career and that his own style has changed “dramatically” since his rookie season.
“My rookie year back in 2009, there was one camera that followed me from my car to the locker room and that was just our Golden State Warriors PR team,” Curry said. “How it’s turned into almost a runway show from the time that you get out of your car, off the bus and walk into the locker room — what’s hilarious is that we do get dressed, whether you’re at home or in the hotel, and you probably have the outfit on for 30 minutes to an hour depending on how long the drive is. Then you go in the locker room, you take it off and put it back on after the game, but that moment is special because you want to look good. The saying ‘look good, feel good, play good’ is real. Have fun with what you wear into the tunnel and into the game — it allows you to be present in the moment.”
Following Curry’s tunnel walks, pieces from his outfits will be available for customers to shop and earn cash back via Rakuten from retailers such as Neiman Marcus, Saks Fifth Avenue and Mr Porter.
