For fashion-aware, eagle-eyed basketball fans, the NBA tunnel arrivals have been must-see TV for years. We have already spied LeBron James in a full Thom Browne look, or Russell Westbrook in something that only Russell Westbrook could get away with wearing. It’s only recently that the rest of the world has caught on. This seemingly simple event– essentially just very tall people showing up to work– has become an electrifying fashion moment.
Known as the “tunnel walk”, the short journey pro basketball players take into stadiums to clock in for work has turned into a new version of the runway that showcases players’ individuality and personal style. But, more importantly, it also sets trends that reverberate across the fashion landscape. Particularly among Black athletes, the tunnel walk has become a powerful platform to define personal style, celebrate culture, and influence consumer buying behavior on a global scale. Let’s dive into how this phenomenon has developed, the impact it has on the fashion industry, and the notable male and female players who are using their tunnel walks to redefine style.
The Tunnel as a Canvas for Black Culture and Style
The concept of the tunnel walk began as a simple routine but quickly evolved as players brought more personal expression into their entrances. What was once a moment captured in passing became a stage for style statements, blending high-fashion streetwear, and cultural nods for those in the know. Black athletes, who comprise a large portion of the NBA and WNBA, have embraced the tunnel walk as an opportunity to spotlight their own stories, culture, and sense of fashion. For many Black players, fashion is not just a statement but a means to elevate their culture and set trends that ripple throughout communities.
NBA stars such as LeBron James, Russell Westbrook, and Shai Gilgeous-Alexander have become known for pushing the envelope with their tunnel looks. LeBron’s choices range from bespoke suits (often by the aforementioned Thom Browne) to streetwear-inspired outfits that speak to his upbringing and values, while Westbrook is well-known for his eclectic, sometimes avant-garde looks that have consistently made headlines.
In the WNBA, players like A’ja Wilson and Natasha Cloud have also made significant impacts, often using their tunnel looks to make statements on social justice or shine a spotlight on Black designers. It’s the kind of confidence and individuality that turns game day into a cultural event that reaches beyond the sports world.
NBA Players as Fashion Influencers
One of the most notable examples of the tunnel walk’s influence on fashion sales is the popularity of certain luxury brands among players and fans alike. Brands like Louis Vuitton, Gucci, and Fear of God have become staples in many players’ wardrobes, and their visibility during tunnel walks often leads to measurable spikes in brand interest and sales. In one instance, when NBA star Shai Gilgeous-Alexander wore a pair of sneakers by Fear of God, searches for the brand reportedly spiked by 20 percent the following week. Similarly, when Russell Westbrook debuted a bold ensemble from streetwear brand Off-White, sales for similar items surged as fans sought to emulate his look.
WNBA’s Style Influence on Streetwear and Casual Brands
The WNBA’s influence has been equally transformative, particularly in casual streetwear and athleisure markets. A’ja Wilson, for example, has been seen in brands like Pyer Moss and Nike, pieces that are often out of stock after her tunnel walks and other appearances. Wilson, along with others like Skylar Diggins-Smith, has brought renewed attention to women-led and Black-owned brands, and her choices have directly influenced what female fans look to buy.
An analysis by the real analytics firm Edited noted that demand for women’s basketball-inspired streetwear, such as oversized sweatshirts and statement sneakers, increased by 30 percent during the 2022 WNBA season. Fans and followers frequently view players as style icons in addition to athletes, and this connection to the audience drives real purchasing power, transforming WNBA fashion into a substantial force in the market.
How Social Media Elevates Tunnel Walks and Drives Consumer Engagement
If you have heard about tunnel walks recently, chances are you saw it on social media. Social media visibility is one of the most impactful elements behind this phenomenon. Platforms like Instagram and TikTok are flooded with posts highlighting NBA and WNBA tunnel looks, often accompanied by breakdowns of the brands and designers worn. (It’s also worth noting that there are plenty of videos parodying the tunnel walk looks, with players’ looks being replicated from pieces from the creators’ closets and other household items to often hilarious effect.) The virality of these looks, paired with the players’ ability to reach millions of fans instantly, gives them unprecedented influence over trends.
Sports leagues have become increasingly savvy online, so it’s perhaps no surprise that the NBA has launched a social media account specifically dedicated to player fashion, called @NBATunnel, which captures and shares each game’s best looks. The account has millions of followers, and its posts regularly get thousands of likes and comments, reinforcing the tunnel walk as a fashion destination.
In 2023, Instagram reported that posts featuring player tunnel looks had an engagement rate 25 percent higher than regular sports-related content, indicating the high interest fans have in teh fashion aspect of the game. Additionally, statistics from a Shopify report revealed that 40 percent of users under 30 admitted to purchasing items they had first seen on athletes, in another nod to the influence of fashion-forward athletes.
Celebrating Black Designers and Entrepreneurs
The tunnel walks have also become an avenue for Black athletes to celebrate Black designers and small businesses, helping create community and support within the fashion industry. WNBA stars like Natasha Cloud have worn designs from Black-owned brands while Chris Paul of the NBA has made it a point to highlight brands like Fear of God and Union LA, both known for their contributions to streetwear culture.
One example is the collaboration between LeBron James and the Black-owned fashion brand, ALYX. After LeBron wore an ALYX outfit during the 2021 NBA playoffs, the brand saw a spike in interest and sold out of many items from its collection within days. Russell Westbrook helped drive searches for Off-White by 15 percent after he wore pieces from the brand. This visibility is crucial in helping Black-owned brands gain traction and sales, cementing the relationship between Black athletes and fashion entrepreneurs.
The Cultural Impact and Legacy of Tunnel Walk Fashion
The influence of NBA and WNBA tunnel walks goes beyond setting fashion trends. The tunnel walk has redefined pre-game moments and created a space for athletes to embody their unique identities, bringing in cultural elements that resonate deeply with fans. It’s a movement that also amplifies Black cultural expression on a global stage, challenging ideas about what an athlete should look like off the court and celebrating the diversity of Black style while carving out a space for Black culture within the fashion industry. For brands, the potential to collaborate with these players offers a new avenue to reach diverse audiences through athletes who embody style, power, and individuality.
