Emily Oberg, originally from Calgary, began shaping the world of Sporty & Rich in 2015 while working as an editorial producer at Complex Magazine in New York. What started as an Instagram mood board—celebrating vintage sportswear, wellness, and quiet luxury—soon evolved into a print magazine and eventually a thoughtfully curated apparel line. Without the initial intention of building a brand, Sporty & Rich grew organically under Emily’s creative direction, with her overseeing everything from design to global collaborations. Now based between Los Angeles and Paris, the brand continues to reflect a lifestyle rooted in timeless style, simplicity, and intentional living.