The NBA has set an undisputed standard in bringing fashion and sports together thanks to its highly-watched NBA Tunnel, which has been adopted by other sports leagues in recent years.
The NBA’s version, which gained momentum after its dress code in 2005, has grown to play a major role in the league, with broadcasts airing tunnel walks, fashion brands partnering with players, and many social media accounts documenting athletes’ unique looks. .
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“Our players are fashion icons as well as the most loved and admired athletes,” said Lisa Piken Koper, NBA’s head of apparel and sporting goods. “Our fans are interested in everything they do off the pitch as well as the clothes they wear, so I think it’s really engaging content and a lot of guys are taking big fashion risks.”
The NBA Tunnel has been a way for players to showcase their personal style; Shai Gilgeous-Alexander, Russell Westbrook, Jordan Clarkson, LeBron James, Jayson Tatum and many more athletes regularly leave an impression on viewers.
As the NBA Tunnel grew in popularity over the years, more and more players were encouraged to participate to highlight their personal style, allowing nearly every player in the league to have their moment in every game.
“It’s gotten to the point where probably 300 of the 450 players in the NBA are playing in every game,” said Ian Pierno, founder of the LeagueFits Instagram account that covers the NBA Tunnel extensively. “That comes from star players like your LeBrons, your Shais, and even guys. [who] Being 13th on the bench can have a big impact on the tunnel and [receive] online interaction even if they are not playing.”
Showcasing their individual style is an important part of players’ careers, according to Eli Kumekpor, CEO of sports lifestyle brand Mitchell & Ness, who sees the NBA Tunnel as a way for athletes to build their own brands.
“Evolution has moved from something casual to a very intentional approach to how they look and how they express themselves,” he said. “It’s smart because many players use it to build their own brand and express themselves without having to say too much or without being the loudest person in the room. This just won’t work [for the players,] In fact, it is being lucratively translated not only into partnerships but also into their own brands.”
Fashion brands have used the tunnel as a way to launch partnerships or products, taking advantage of the opportunities presented by the NBA Tunnel and the star power of the players. For example, in January 2023, James wore the coveted Tiffany & Co. during his tunnel walk before a game against the New York Knicks. x Nike made the first presentation of the collaboration. The Lakers player wore Nike Air Force 1 “1837” sneakers paired with a black and Tiffany blue letterman jacket.
Pierno highlighted Trae Young as another player who has put together a memorable tunnel throughout his career. The Atlanta Hawks point guard promoted his Adidas x Icee sneaker collaboration in 2019 by walking down a tunnel in an all-white look with a freezer box full of frozen beverage.
“When you really look from outside the game, it’s clear that brands are partnering with players,” Kumekpor said. “You see capsules falling early or being glimpsed in the tunnel. “When you look at the correlation of some of the same brands and how they partner with the league overall, there is some kind of connection and correlation.”
The NBA Tunnel’s extensive reach has also attracted non-basketball fans interested in tracking players’ appearances.
“It’s become a great tool to get new fans because if you’re a new fan of basketball, maybe the stats can go over your head because there’s so many numbers and stuff in basketball,” Pierno said. “But even if you don’t know all the high fashion brands, you can relate to the cool clothes the men wear in the tunnel.”
Pierno’s LeagueFits have been instrumental in increasing the popularity of the NBA Tunnel, as the account has been documenting tunnel walks since 2018. Pierno explained that when he started the account, there was little to no coverage of the athletes’ style during the broadcast.
“In the mid-2010s, if your outfit was going to be seen, maybe it was because you had a nationally televised game on TNT and Charles Barkley was making a statement about it,” he said. “Maybe this lasted about 10 seconds on TV and was just B-roll, but now LeagueFits is playing a big role because when we first started in 2018 we were broadcasting everyone; star players, substitute players, everyone who dresses up. “They were moments that lasted.”
On the NBA, Piken Koper said the content on NBA Tunnel is some of the highest-performing content on the league’s social media platforms and app.
“Social media has grown and grown,” he said. “It’s content that our consumers are incredibly interested in, and I think players are starting to have a lot of fun with it.”
While some basketball players opt for classic menswear for their tunnel walks, others use the NBA Tunnel as a way to try out high fashion and unconventional looks. This is something Kumekpor praises about the NBA Tunnel because it reflects the changes seen in men’s fashion.
“You look at this generation and the fans of sports today, that concept of individuality is something that resonates with a lot of consumers,” he said. “People are escaping the monotony and conformity that comes with having to dress according to a set of rules. When you look into the tunnel, you see many men challenging the rules and norms of how you put things together, how you dress, and how you style things. “This resonates with today’s consumer, who is moving away from tried-and-true rules.”
As the 2024 playoffs come to a close over the next few weeks, the stakes become even higher for the NBA’s best players to step up their game both on the court and in the tunnel.
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