Steph Curry is using the NBA Tunnel to showcase Black and Brown designers this season

This NBA season, Steph Curry is bringing latest talent to his team with the help of a friend and stylist, Jason Bolden. As a part of the duo’s ongoing collaboration with Rakuten, Bolden styles the Golden State Warriors point guard and two-time league MVP in an array of black and brown designers for his walks through the NBA tunnels during the 2024-25 season.

“My mission at every opportunity I have is to upskill people who deserve it and spread awareness of very talented individuals, especially in the fashion industry where Black and brown communities don’t necessarily have the same resources and opportunities,” Curry explained , per Women’s on a regular basis clothing. “Using our tunnel walks, which have become a really big part of the NBA experience with cameras everywhere behind the scenes, you have that moment when you walk in, and it’s a great opportunity to express yourself through the clothes you wear.”

In recent years, the NBA tunnel has change into something of a runway for menswear designers, as the league’s most trendy players use their entrances and exits to showcase their personal style, drawing attention that sometimes rivals the games themselves.

“In my rookie season in 2009, there was one camera following me from the car to the locker room – our Golden State Warriors PR team,” Curry recalls. “How all of it became almost a runway show, because you get out of the automobile, the bus, and go into the locker room – the funny thing is that we dress, whether you are at home or in a hotel, and you are probably wearing outfit from half-hour to an hour, depending on how long the trip is. Then you go to the locker room, take it off and put it back on after the match, but that moment is special because you wish to look good,” he added.

While Curry typically opts for traditional styles, he admits his fashion sense has evolved “dramatically” over the course of his profession. According to WWD, this season his wardrobe will feature creations by each established and emerging designers, including Áwet and Saif Ud Deen, co-founder of Pharrell Williams Billionaire Boys Club.

“My goal is not to try to stand out too much… I never dress loudly just to dress loudly, and I think I have a very classic, modern, casual style,” Curry explained, later adding: “Any brand we wear , has a unique way of coping with or attacking this problem and it can be nice to see diversity inside the different outfits I wear.”

Fans who like Curry’s look can shop online at stores like Neiman Marcus, Saks Fifth Avenue and Mr. Porter while also receiving money back through Rakuten.

“The saying ‘look good, feel good and have fun’ is true,” Curry said. “Have fun with what you wear in the tunnel and during the game – it helps you be present in the moment.”