I have a rather odd career that is more divisive than most think – I’m a stylist for professional athletes and a sports style writer. I specialize in the NBA but also work with clients in other sports like the NFL and MMA. I find that people either find my position puzzling, gaudy and unnecessary or intriguing and interesting. But they all want to know how I got my gig.
Growing up, my two career goals were always clear: I would be a sports sideline reporter or a fashion designer. In a moment of dumb luck, I dubbed myself “shegotgame” and began commenting on the link between sports and style. In early 2011, “athlete stylist” was not a career goal but I saw it as a growing field and left my job in sports television in Toronto to study design in New York.
For a project I designed a sneaker concept for Tom Ford. My target client was an NBA player, despite the brand’s insistence that they would never do a sneaker. [Note: Tom Ford has a full sneaker collection now]. I convinced NBA player Chris Douglas-Roberts to review my sketches and his enthusiasm gave me an extra push, and in return I ran a few errands for him at Louis Vuitton and sneaker mecca Flight Club. We got along well so I suggested that we work together formally. At this point, very few NBA athletes had stylists. Dwyane Wade had Calyann Barnett and LeBron James had Rachel Johnson but most players shopped for themselves, accepting what was free or went to tailors. Douglas-Roberts became my first NBA client and I owe him a ton of credit for trusting me through as I learned my trade.
Next, I met current LA Laker Wesley Johnson via Instagram as he saw what I’d done for Douglas-Roberts. My NBA clientele kept building thanks to Lance Stephenson and my fellow Canadian Anthony Bennett. This month, I began working with the Detroit Pistons’ Andre Drummond after I made fun of his Timberlands on social media and suggested I help him find better size 18 shoes for his giant feet.
I’ve built a reputation of making the impossible happen. I’ve delayed a flight to All-Star weekend to ensure that a gold tooth fitting was done properly. I’ve bought two Celine bags for a client’s wife after she gave birth to twins. I’ve gone on viewings of $20,000 a month apartments for clients in New York only to be disappointed by the offerings. I spend so much time at the Barneys men’s shoe department that I’m on a first-name basis with the staff. I’ve designed custom sneakers made of python and ostrich that were a couple of grand but my client deemed that they were “too pretty to play in”. I’ve spent close to $10,000 in under five minutes buying Balenciaga sneakers for three different clients. I’ve shopped for Basquiat originals and Esher prints to adorn the walls of their homes. I once flew to Phoenix to pick up a cheque from one client, fit another client and then watch them play each other. I’ve cleaned designer sneakers in a Miami hotel room between bachelor party events and now keep shoe cleaner in my purse, just in case. I often have to skip games to shop for items, or take meetings with brands to build relationships that benefit both parties - free press and free clothes doesn’t hurt. I walk the equivalent of marathons at trade shows and fashion weeks to find the best new talent. I’ve learned basic Italian to get a package out of customs, grazie. And I’m not proud to admit that I talk to my dry cleaner more than my own father.
NBA players are seeking out stylists for a multitude of reasons. They’re competitive not just against opponents but also their own team-mates. They want to be the best at everything and many want to be seen as more than just another ball player. The locker room has become a runway and Instagram is their inspiration. Their style not only represents their tastes but their personality too. The NBA also produces the most recognisable athletes, since players don’t wear helmets or heavy protective gear. Since the players are so recognizable, they’re sought after by brands looking for endorsements.
Custom sneakers on and off the court are a way that players are making an impact thanks to the attention from sites likes Sole Collector and Nice Kicks. Customizations often begin at $750 and can go up $5,000. To diversify my own business, I often follow up every special item with press content. For example, a brand endorsement deal can lead to a video interview for a fashion site.
Dressing very tall men is not without its challenges. Point guards like Chris Paul, Tony Parker and Damian Lillard are the easiest to dress. They’re the most “normal” sized, usually with only slightly longer than average wingspans and shoe sizes. However once you move into the power forwards and centres, like my clients Bennett (6ft 8in) and Drummond (7ft), off the rack shopping becomes rare. Take the current jogger pant trend in menswear. Most are cut with an inseam of about 31 inches, while Drummond’s inseam is 36 inches, which makes the pants resemble awkward length capris. Thankfully, streetwear brands tend to make larger sizes, which I often alter by buying 2XL and tailoring the width for a proper fitting tee or crewneck. This naturally drives the price up – for example, a $50 T-shirt will become $60 with alterations. Meanwhile custom denim from brands such as 3x1 are closer to $500 but often a necessity for the 6ft 10in-plus set. As Kanye West said, my larger clients are accustomed to custom.
Weight fluctuations are inevitable during the off-season too. I’ve learned where players tend to gain or lose weight and will often buy their regular-season size along with a range. I advise my clients to spend their money on items that last and can be resold, like a watch, good denim or well-fitting leather jacket, and be more frugal on trendy items they might not wear a few months later. Often a week’s worth of outfits for casual and public appearances can range from $2,000 upwards, if the latest designer sneakers are on the list. It’s about more than styling, it’s about image and personal brand management. After all, a broke client who shops too much is of no help to me.
My job may seem unnecessary or ridiculous but I’m growing a niche that is mostly my own. I don’t take days off or vacations, the money is not always stable and it’s not all designer shoes and courtside seats. But empowering world-class athletes through fashion and designing pieces from the depth of my imagination means every day is a new adventure. And like Notorious BIG, I’ve got a story to tell.
