Fashion and basketball collaborations are quickly becoming a growing trend. Will some key players sit back and ride the wave or use it to their advantage?

When news broke about Nike's Jordan brand signing Atlanta Hawks' Rayford Trae Young, we knew something was up. The young NBA all-star, who previously worked with Adidas, isn't the type of person you'd see front-row at Milan Fashion Week, at least not yet. He recently took to his IG to announce the partnership decked out in Jordan gear. What is noticeable is the fact that this is the beginning of fashion's next big star. It won't be long before you see him on a billboard in a Louis Vuitton or Balenciaga campaign. How he plays his position in the fashion world when that time inevitably comes remains to be seen.

The word is out about the growing bond between basketball and high fashion. Over the years, we've seen Russell Westbrook and LeBron James pop up on best-dressed lists, but lately, legit fashion brands have chimed in. Jerry Lorenzo's Fear of God inked a multiyear partnership with the NBA and WNBA. Bristol Studio and New Era also co-created a fashion and accessories collection that, according to them, celebrates the NBA. The hype doesn't stop there; KidSuper launched a collection with the Brooklyn Nets.

New York Knicks' Jalen Brunson launched a capsule collection with the all-American "surf hippie" brand Faherty (Surfing? Hippie?), and the list continues.

So, what's with the big push towards fashion brands linking up with basketball players? Basketball players love to floss just as much as their rapper counterparts. However, they aren't known for their stylish sense of dress. But there is feverish hype around their sneaker releases, proving ball players to be cash cows. Then there's that NBA tunnel. We thought it was an event, but no. It's simply the players going from the locker room to the court until it morphed into a runway show.

Golden State Warriors point guard and two-time MVP Steph Curry intends to use his tunnel moments to showcase Black and Brown designers. “My whole mission across every opportunity I have is to elevate people that deserve an opportunity and to drive awareness toward some very talented individuals, especially in this fashion industry where Black and Brown communities don’t necessarily get the same resources or opportunities,” Curry told WWD. “Leveraging our tunnel walks that have become a really big part of the NBA experience with cameras everywhere behind the scenes, you have that moment where you’re walking in and it’s a great opportunity for self-expression through the clothes that you’re wearing.” Curry's plans could be a turning point for fashion players, heavy hitters, and the league.

This is big business.

More to come.

Ciao, Edie!