World of Fashion
5 Active NBA Stars With Their Own Clothing Lines
NBA's tunnel fashion game is evolving at a tremendous rate and has cemented itself as one of the major pre-game events, giving the players the feeling of walking down the red carpet. It features not just casual wear but also high-end luxury items from various labels. This opportunity allows players to leverage their looks for personal branding and to generate online buzz. From wearing clothes from different brands to promoting their own, the pre-game corridor is a social media phenomenon with incredible marketing force.
Here are five active stars who have successfully traded the jersey for the designer's sketchpad: Russell Westbrook, Kyle Kuzma, Jimmy Butler, LeBron James, and Stephen Curry.
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Today, the company reports a monthly customer retention rate of over 80 percent and a gross merchandise value of more than US$6 billion for the current year.
In October 2023, it had further increased its assets with the acquisition of Supergreat from New York, specializing in the development of social/platform software and B2C information services. The current financing round was led by DST Global and CapitalG, with participation from Sequoia Capital, Alkeon Capital, Andreessen Horowitz, Greycroft, Avra, and Bond. The funds will be used to expand the platform, develop new features, and pursue international expansion. Whatnot also plans to launch a $126 million share buyback program.
Russell Westbrook I Honor the Gift
Westbrook's Honor the Gift is one of the best player-owned brands. Founded in 2016, this brand offers premium men's and women's apparel and accessories inspired by LA culture. The label has moved far beyond athlete merchandise and has become a staple in high-end boutiques, known for its heavy knits, vintage aesthetics, premium streetwear cuts, and high-quality material. It's a brand built on self-belief and reflects Westbrook's journey from the inner-city to global success.
Kyle Kuzma I Childhood Dreams
Kyle Kuzma launched Childhood Dreams in collaboration with Puma, with the motto "dream works too." Kuzma's fashion taste, as seen in his tunnel outfits, is bold, unapologetic, and loud. Be it the extremely oversized pink sweater, the rainbow knitted cardigan, or the face mask, he owns what he wears.
Through Childhood Dreams, the brand has leaned into nostalgia, using retro color palettes and 90s-inspired silhouettes that reflect Kuzama's personal style while placing significant emphasis on sustainable fashion.
Jimmy Butler I BIGFACE
During the 2020 NBA season, Jimmy Butler found the coffee lacking, so he bought his own espresso machine and sold a cup for around $20. He filed for the trademark and launched BIGFACE in 2021. The brand opened its Miami flagship in 2024 and has since expanded its apparel line into high-end off-duty uniforms. The clothing mirrors Butler's personality: focused, premium, and intentionally unique.
LeBron James I UNKNWN
While LeBron has a lifetime deal with Nike, his creative heart lives in UNKNWN. He co-founded this brand with his childhood friends, Jason Kanfer and Frankie Walker Jr. The brand opened its physical store in Miami's Aventura Mall in 2011, offering various external labels, and in 2019, it introduced its first private "001collection."UNKNWN remains a massive influence in the streetwear scene, frequently collaborating with titans like Thom Browne.
Stephen Curry I Curry Brand
Taking a page from the Michael Jordan playbook, Stephen Curry launched Curry Brand under the Under Armour umbrella. While it focuses on performance, it also saw a massive push into lifestyle apparel this year. The line reflects Curry's understated yet precise style, offering everything from technical golf gear to minimalist streetwear. As of late 2025, Stephen Curry and Under Armour parted ways after 12 years of partnership, making the Curry Brand fully independent.
