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Something Weird Is Happening in The NBA
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What started as a dress code turned into a billion-dollar industry.
After the infamous Malice at the Palace, the NBA was in damage control. Their solution? A strict dress code. But what was meant to “clean up” the league’s image accidentally sparked a fashion revolution.
From Allen Iverson’s baggy jeans to Shai Gilgeous-Alexander’s designer fits, NBA players turned the tunnel into a runway.
In this video, we explore how:
• The NBA’s darkest day changed fashion in sports
• The tunnel became one of the most profitable marketing spaces
• Players like Westbrook, Kuzma, and Curry built their own brands
• Social media turned athletes into fashion icons
• Other sports are slowly catching up
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Athletic Interest is a video essay series that investigates business stories from the world of sports.
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How long is this video?
9 minutes.
