Supermodel Irina Shayk steps into a new role as the face of Sporty & Rich’s latest release, titled the Sports Collection. Known for her sharp runway presence and editorial gravitas, Shayk leads the campaign for the collection that marks a shift in focus for the brand. Founded by Emily Oberg, Sporty & Rich now moves deeper into athletic wear, delivering performance-centered clothing designed to move, stretch, and rest with the wearer.
Launching on April 3 online and in-store at the label’s New York City flagship, the Sports Collection reflects the brand’s evolving identity. It doesn’t just reference sport in name, it commits to function with materials and cuts built for actual activity. This release builds out a full range of athletic staples while maintaining the ease and polish that have defined Sporty & Rich since its inception.
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Rather than chase trends, Sporty & Rich focuses on practicality this season. The collection includes gym shorts, tank tops, sweatshirts, and sweatpants, each designed to support a range of movement levels. Whether someone’s pushing through a full workout or cooling down post-gym, the pieces offer comfort without compromising structure. The collection doesn’t rely on embellishment or over-design. Instead, it strips back to clean silhouettes and carefully selected materials.
Oberg’s team works within a minimal framework but still delivers variety through color. The palette moves from deep navy and charcoal to crisp white and true black, grounding the collection in versatile tones. Alongside these neutrals, the brand introduces sky blue and bright yellow, tones that add contrast and introduce a lighter touch without disrupting the visual language.
The play between core colors and sharper accents keeps the offering flexible. These pieces don’t dictate a uniform; they offer options that can move from one pace of life to another. From morning gym sessions to afternoons off, the collection adapts.
Choosing Irina Shayk as the face of the campaign adds clarity to the brand’s direction. Her athletic figure and cool, unfussy presence match the mood of the collection. Shayk doesn’t play a character in the campaign, she wears the clothes as they’re meant to be worn. Whether captured in motion or at rest, she conveys ease without excess.
The campaign puts her in natural poses that reflect real use: a tank top during cooldown, sweatpants during downtime, gym shorts mid-workout. Her involvement signals a clear message, these clothes don’t require staging. They work where you move and rest.
Sporty & Rich built its name on nostalgic graphics, casual sweats, and wellness culture aesthetics. With the Sports Collection, the brand grounds those ideas in use. This release trades in suggestive references to activity for gear that actually performs. The cuts change slightly. The materials feel different. The styling shifts toward practical combinations. But nothing feels off-brand.
Sporty & Rich still carries its familiar tone, but this time the message arrives with a pulse. The Sports Collection doesn’t lean on past cues; it moves ahead with a clear function-first approach. Shoppers can find the Sports Collection starting April 3, both at sportyandrich.com and inside the brand’s New York City flagship.
she is stunning!! and sporty and rich is super comfy! love the new season colours