Stylist Courtney Mays on Crafting NBA Stars' Brands
Courtney Mays, a leading stylist for NBA players, explained how athlete styling has evolved into a strategic partnership for building off-court identities. On The Glossy Podcast, Mays noted that the league's controversial 2004 dress code inadvertently professionalized player style, turning athletes into influential fashion tastemakers. She emphasized that her role involves aligning fashion with an athlete's personal brand, leadership, and long-term career goals.
- Courtney Mays' entry into athlete styling was mentored by Rachel Johnson, who is considered a pioneer for her work with LeBron James and for bridging the gap between athletes and luxury fashion. - The controversial 2005 NBA dress code specifically banned items associated with hip-hop culture, including sleeveless shirts, shorts, chains worn over clothes, and headgear like durags, mandating "business casual attire." - The policy transformed the pre-game "tunnel walk" into a fashion spectacle, a trend largely pioneered by players like Russell Westbrook, known for his eclectic and fearless style choices. - The influence of the tunnel walk is measurable; brands like Fear of God have seen consumer searches spike by as much as 20% after being worn by a high-profile player like Shai Gilgeous-Alexander. - Beyond the NBA, Mays' client list includes top-tier athletes from other leagues, such as WNBA stars Breanna Stewart and Sue Bird, and soccer icon Megan Rapinoe. - The business of athlete styling involves more than just game-day looks; it's a continuous service that includes closet organization and management for an 82-game season, distinct from one-off red carpet events. - The role extends to brand strategy, where fashion choices are aligned with a player's business interests, such as reflecting Chris Paul's former leadership role as President of the NBA Players Association. - The trend has evolved from athletes merely wearing luxury brands to becoming active participants in the fashion industry, with players like Russell Westbrook (Honor The Gift) and Kyle Kuzma (Childhood Dreams) launching their own brands.
