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 provides the players to leverage their looks for personal branding and 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.
1. Russell Westbrook | 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 merch 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.
2. Kyle Kuzma | Childhood Dreams
Kyle Kuzma launched Childhood Dream in collaboration with Puma with a motto that “dream works too.” Kuzma’s fashion taste from his tunnel outfits could be seen as bold, unapologetic, and loud. Be it the extremely oversized pink sweater or the rainbow knitted cardigan and face mask, he owns what he wears. Through Childhood Dreams, the brand has leaned more into nostalgia, utilizing retro color palettes and 90s-inspired silhouettes reflecting Kuzama’s personal style while focusing significantly on sustainable fashion.
3. Jimmy Butler | 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.
4. LeBron James | 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’s physical store was opened in Miami’s Aventura Mall in 2011, offering various external labels and and in 2019, it introduced its first private “001 collection.”UNKNWN remains a massive influence in the streetwear scene, frequently collaborating with titans like Thom Browne.
5. Stephen Curry | 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 but precise style, offering everything from technical golf gear to minimalist street pieces. As of late 2025, Stephen Curry and Under Armour parted ways after 12 years of partnership, making the Curry Brand fully independent. Also read: From Seoul to courtside: how many NBA games has BTS star Suga attended?