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How Athletes Went From Selling Merch to Building Fashion Brands

High-profile athletes used to make money by inking licensing deals that churn out jerseys and shorts bearing their names. Today, sports stars like Russell Westbrook and Megan Rapinoe are running their own labels, with full financial and creative control.
Russell Westbrook presented Honor The Gift's latest collection at Paris Fashion Week.
Russell Westbrook presented Honor The Gift's latest collection at Paris Fashion Week. (Courtesy)
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A crowd gathered outside a spacious showroom on Paris’ chic Rue de Turenne Tuesday afternoon, anxious to see the latest collection by Honor the Gift, a growing Los Angeles-based brand. The founder isn’t a seasoned fashion school grad, like others showing at Paris Fashion Week, but NBA veteran Russell Westbrook.

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About the author
Daniel-Yaw Miller

Daniel-Yaw Miller is a contributing writer at The Business of Fashion. Miller is a New York based journalist, editor and advisor who specialises in sports, fashion and business.

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