The world of athletics is certainly not the same as it was years ago. Now players could earn more money off the court with brand deals and partnerships. With the ever growing importance of social media and growing one’s own brand, the tunnel walk emerged. The tunnel walk, pioneered by NBA and WNBA players, was a COVID-era event where players would show up in manicured outfits as a way to produce more content for quarantined fans. It became an immediate hit. The tunnel walk stuck and evolved further into an opportunity for athletes to create their own identity in the fashion world.
During COVID, the average gameday experience changed for both fans and players alike. Fans now had to watch at home and follow along as the team’s social media accounts posted updates. On the other hand, players could now take advantage of this growing online presence. Fashion-forward players like the WNBA’s Sabrina Ionescu and Aja Wilson and the NBA’s Jordan Poole and Chris Paul easily floated from streetwear looks to more formal attire. Through this, the players produced a clear sense of style that fans could identify with. It essentially became a runway with the athletes double timing as quasi-models.
The brands the athletes were wearing in the early years of the tunnel walk were largely connected by one thing- the designers and brands were Black or Black-owned. The players were already supporting these brands, and saw the tunnel fits as a way to promote the brands they liked.
Nowadays, the tunnel fit evolved. Stylists and high end designer brands got involved. Other sports started taking note and incorporated the tunnel fit into their social media presence. Because of the explosion of the tunnel fit, the most stylish players have been invited to major fashion events like the Met Gala and Paris Fashion Week- Lebron James even becoming a co-chair for the previous Met.
The tunnel fit is also not specific to players. Player’s partners, referred to often as WAG’s, have used the fan culture generated by the tunnel fit to build their own brands, separate but connected to their partners. One specific WAG, Kristin Juszczyk designed her outfits, as well as the gameday fits of other famous WAG’s- one such as Taylor Swift. Juszczyk creates fashionable outfits that are more than just the team’s logo and colors.
Bringing it home to the 412, Kiya Tomlin, wife of Steelers’ head coach Mike Tomlin, has her own self-title clothing brand. Opposite of Juszczyk, Tomlin had her own brand established before she started producing NFL branded apparel. She wanted to make clothes that she felt comfortable in and could wear on gameday.
Fashion and social media are two of few industries where women dominate the space. Sports is often labeled as the opposite. Similarly, athletes have never had as much presence in the fashion world as they do now. Both sports and fashion as industries have deep ties to racism, misogyny, and prejudice. A silent takeover of the two is happening as Black athletes and women take up more and more space.
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