Steph Curry and Celebrity Stylist Jason Bolden Partnered with Rakuten to Spotlight Fashion Designers
This NBA season, Golden State Warriors star Steph Curry is turning the tunnel walk into a platform for inclusivity and style. Partnering with his stylist and friend Jason Bolden, Curry is showcasing pieces from Black and Brown designers as part of their ongoing collaboration with Rakuten. The initiative adds a fresh, purposeful angle to the growing trend of NBA players using tunnel entrances to make bold fashion statements.
Using Fashion as a Platform for Change
Curry’s mission extends beyond style—it’s about representation. “My whole mission is to elevate people who deserve an opportunity and drive awareness toward talented individuals, especially in the fashion industry where Black and Brown communities don’t get the same resources or opportunities,” Curry told Women’s Wear Daily. By leveraging the now-iconic NBA tunnel walks, Curry aims to highlight these designers on a stage that commands attention.
With cameras capturing every pregame step, the tunnel has evolved into a runway. “It’s become a part of the NBA experience,” Curry said. “It’s a moment for self-expression through clothes, even if you only wear the outfit for 30 minutes.”
A Showcase for Emerging Talent
This season, Curry’s wardrobe will blend established brands with emerging designers, including Billionaire Boys Club (co-founded by Pharrell Williams), Áwet, and Saif Ud Deen. Fans can shop similar looks at high-end retailers like Neiman Marcus, Saks Fifth Avenue, and Mr Porter—while earning cash back through Rakuten.
Curry’s personal style, described as modern, casual, and classic, reflects his philosophy: “I don’t try to stand out for the sake of it. Every brand I wear has its own way of addressing that balance.”
The Tunnel Walk: A Modern Fashion Phenomenon
The NBA tunnel has become a spotlight for menswear designers, transforming what was once a quiet walk to the locker room into a highly photographed moment. Curry recalls a simpler time during his rookie year in 2009, when only the Golden State Warriors PR team documented his walk. “Now, it’s almost like a runway show,” he said.
Despite the limited time players actually spend in their pregame outfits, Curry emphasized the importance of these moments. “The saying ‘look good, feel good, play good’ is real,” he said. “It allows you to be present and have fun with what you wear.”
A New Standard for NBA Fashion
By focusing on Black and Brown designers, Steph Curry is not just redefining his personal style but setting a new standard for NBA fashion. His approach merges purpose with self-expression, offering fans a chance to engage with meaningful fashion while inspiring change in an industry that often overlooks diverse voices.
