How Athletes Went From Selling Merch to Building Fashion Brands
High-profile athletes used to make money by inking licensing deals that churn out jerseys and shorts bearing their names. Today, sports stars like Russell Westbrook and Megan Rapinoe are running their own labels, with full financial and creative control.
Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.