The Tunnel Fits Effect
NBA players becoming the new fashion icons for men's streetwear
When we think about fashion and the people who influence it, we normally gravitate towards fashion icons like Anna Wintour. Just like when we think of trendsetters, we usually go to popular celebrities or designers. Rarely do we consider sports to play a role in fashion. Sports, such as basketball, have been setting trends for the last couple of decades, shifting the way some people view basketball players on and off the court. Although not many of the athletes fall under this category of a “Fashion Influencer,” the ones who do tend to become trendsetters and cultural icons in the fashion industry. Their influence in fashion has opened doors for players to shape trends in clothing, footwear, and accessories.
Lebrons James wearing shorts suit (2018). Getty Image.
Let's dive into the relationship between basketball players and fashion, exploring how their influence on and off the court has propelled them into the forefront of the fashion industry. Through an analysis of historical and contemporary examples, we will uncover and shed light on the impact of basketball players on fashion. We will finally explore how the Tunnel Fits phenomenon has become the runway allowing them to express their individuality through unique streetwear fashion styles.
What is fashion?
According to the Oxford Dictionary, fashion is described as a popular trend, including your preference for clothing. It signifies a specific look or expression that is spread across a population, but that's just the technical term for the word fashion. For some people, fashion is a lifestyle and a way of self-expression. Fashion gives people a sense of identity and belonging. The aesthetics of what someone wears and how they wear it is intentional. A reflection of how they feel and who they are as a person. People consider it art when they decide what to wear and how to wear it.
Where did basketball fashion start?
Walt “Clyde” Frazier, by Regan, K. (1970).
Basketball and fashion have always been intertwined, especially pregame looks. Pregame looks gave men, especially black men a way to express themselves. The first player to have such a large impact on the fashion world was Walt “Clyde” Frazier. Walt Frazier, mostly known as Clyde Frazier, was the first NBA player to make headlines with his iconic style. Throughout his basketball career, Clyde had a flamboyance to him off the court, to where he was known as the player with the “crazy” suits. He became an all-time style legend and was the first athlete to have a signature basketball shoe under the brand Puma in 1973. Clyde paved the way for all the athletes today by just being bold with his fashion choices (Jackson, 2023).
Signature Shoes Influencing the Community
Before Clyde created the path for signature shoes under designer brands, most players were playing basketball in Keds or Chuck Taylors (Converse today). Sneakers have always been a statement in fashion and basketball. What you wore on your feet was what made you separate from the masses. It was a way to express yourself while still complying with the uniform standards of the NBA. There's no doubt that, as time evolved and more athletes were getting signature shoes, eventually one will make a change forever. The most impactful shoe in the sneaker market for a signature athlete is the Nike Air Jordan, from NBA All-Star Michael Jordan. The world-renowned Air Jordan shoe was created on November 17, 1984, but was not released to the public for purchase until April 1, 1985 (Hehir, 2020).
The Jordan Era
Michael Jordan collage. Getty Images/Ringer illustration.
It would be remiss to talk about streetwear and sneaker culture without bringing up “The Jordan Era.” As Nike’s first signature NBA athlete, Michael Jordan’s brand under the company was an era that everyone wanted to be a part of and they still want to be a part of today. From The Air Jordan first released till now, everyone wanted a pair of Jordans; because if you had Jordans you could be like Mike. As spoken about in the Netflix documentary series The Last Dance Episode V (Hehir, 2020) speaks on how one shoe, one brand changed the fashion game. It was a status symbol for the urban community, and it was the only shoe that evolved with the time. As said by Spike Lee, in the film “Before Michael Jordan’s impact and influence on sneaker and streetwear culture; sneakers were just for playing basketball and then all of a sudden overnight Michael’s influence made his sneakers a fashion statement on a global scale. … Everyone wanted to have a pair because of his gaming style and his impact on the court … ‘It must be the shoes.’ … Everyone wanted to be like Mike.”
Jordan Brand Logo & Shoe Chart, by Complex Sneaker Blog Article, 2017.
The Nike Air Jordan was unlike any signature shoe on the market in its time. Nike designed the shoe Air Jordan 1 according to Michael Jordan's team at the time, The Chicago Bulls. The shoe having the majority of red and black colors violated the NBA policy of all basketball shoes having to be 53% white, making this shoe the most talked about in history. Nike took this opportunity to market the infamous banned Air Jordan 1s to be the first signature shoe from any athlete to sell out at 50,000 pairs making the company 150 million dollars in sales on its first release. (Hehir, 2020) This shoe opened the door for basketball players' influence on streetwear and sneaker culture at the time.
Jordan’s influence went beyond sneakers. The Air Jordan brand was a concept of athleisure wear blended with casual fashion. It was the first of its kind to have an impact on the urban community. It became a lifestyle choice if you didn’t own a pair of Jordans you weren't popular. The shoe was the first of its kind to expand from the basketball community and become a fashionable statement in the 90s. The Jordan Era was the first stepping stone for players to both have a successful signature shoe and fashionable athleisure wear brands with shoe companies like Nike. Jordan became a cultural icon and is a testament that having influence both on and off the court can lead to a successful brand even after retirement. (Hehir, 2020).
Allen Iverson Effect
Allen Iverson. One Block Down Blog (2001).
When it comes to style there's no doubt that some people will try to push the limits of fashion. After Michael Jordan retired from the NBA the people craved the next big thing; luckily for them, there was Allen Iverson. Allen Iverson used Hip-Hop culture to dictate his style. According to an article in GQ Magazine (Awake, 2023), Iverson's style from his hair to clothing grew to become one of his defining traits. If everyone wanted to be like Mike in The Jordan Era, everyone wanted to dress like Iverson during his era. Although Allen Iverson wasn’t as iconic as Michael Jordan when it came to a personal brand, Allen changed the game when it came to an NBA uniform statement (Jackson, 2023). Before Allen, the NBA players would normally wear business casual wear to the pregame, but Allen turned the pregame tunnel into a runway show; wearing oversized jerseys of former players and outfits of those seen out of a hip-hop music video. Allen used hip-hop culture to make a statement to the NBA that the times were changing and that the rules needed to change on what players wore on and off the court. This caused the Iverson effect, which was the NBA players’ first soft rebellion on wearing fashion that spoke to them versus having the league make fashion decisions for them (Rascoe, 2023).
The Tunnel Fits Effect
Now that we have spoken about the most impactful parts of history that basketball players had in fashion, let's get into the tunnel effect. The tunnel fits, better known as the pregame runway show, is where modern-day players showcase their outfits or looks before they hit the court to play a game. The tunnel is the basketball world's red carpet show; even though it's only a short distance for players, this is where the magic happens. The tunnel pregame walk has given birth to an entire subculture of its own, bringing high fashion to basketball where it wasn’t before. This fashion trend has made a great impact on streetwear for many basketball fans who enjoy dressing in modern styles and associating with their favorite players.
In a world where high fashion meets basketball the tunnel effect has transcended beyond sports captivating the highest fashion marketing moments. And because of social media, luxury brands are taking this opportunity to use these high-profile players' influence and give them contacts so that they can promote these high-luxury brands. From this, we have seen Louis Vuitton x NBA collab with athletes from the league in their marketing and on the runway making an exclusive collection for the players and the fans. This tunnel effect has even given athletes like Kyrie a sneaker deal under Nike for his use of eccentric colors and style of clothing, making him the second best-selling signature athlete shoe Nike has ever had (Marshall, 2022).
Basketball indeed has made its mark on the fashion industry and this is only the beginning. Due to fashion being so hand in hand with basketball, we have seen trends come out from players just being their unique selves. From flamboyant to professional and now streetwear, we see these athletes push the boundaries of the norm and create brands from their personal fashion style that grab us in a chokehold. Athletes are using their platforms more than ever to become trend forecasters and provide us with the latest trends at just a click.
Players are not just athletes who play basketball anymore, they are style icons and trendsetters and with every entrance, players redefine the boundaries of what is possible in fashion. They are creating a whole new world for people to look for trends and fashion inspiration. Making their mark in fashion, NBA players are transcending a legacy for the next generation of athletes to embrace self-expression. Forever making an impact that resonates with us in fashion.
Works Cited
Rascoe, A. (2023, September 3). How the NBA became home of trendsetters in fashion. NPR. https://www.npr.org/2023/09/03/1197461117/how-the-nba-became-home-of-trendsetters-in-fashion
Unknown. (2023, November 13). Basketball fashion and hip-hop: A story of resistance. Fashinnovation. https://fashinnovation.nyc/basketball-fashion-and-hiphop/
Fashion Fits. (@NbaFashionFits). (n.d) Nba Player Pregame Fit-pic Posts [Post]. Instagram. Retrieved March 29, 2024, from https://www.instagram.com/nbafashionfits/?hl=en
Complex. (2018, November 26). Kyrie Irving goes sneaker shopping with complex. YouTube. https://www.youtube.com/watch?v=McTTbbaHjhI
Marshall, B. (2022, May 16). Kyrie Irving: “I’d probably be in LA [with Lebron James]” [Live Podcast] | I am athlete. YouTube. https://www.youtube.com/watch?v=1d1rUoTT0Q4
Jackson, M. S. (2023). Fly: The big book of basketball fashion. Workman Pub Co.
Hehir, Jason. (2020, April 19). The Last Dance [Film]. Episode V. Retrieved April 11, 2024, from Netflix.
Mike Awake, D. J. (2023, January 10). How Allen Iverson created the blueprint for the modern sports superstar. GQ. https://www.gq.com/story/allen-iverson-style-hall-of-fame-february-cover
