Rakuten, a leading shopping platform known for Cash Back and rewards, has joined forces with the Black In Fashion Council (BIFC) to support emerging Black designers and their independent sartorial endeavors. Their ongoing partnership includes a commitment to offering exposure to help these designers expand their ventures. The collaboration has drafted the help of NBA Champion and two-time MVP Stephen Curry to increase awareness for the BIFC designers.
Stephen Curry has played in the NBA since 2009. Over the years, he’s become a style icon both on and off the court. His fashion sense stands out, especially during the famous NBA “Tunnel Walks” across arenas in the United States.
Curry’s style is sleek, confident, and full of intention. Like his game, he takes appropriate risks. Some looks hit. Others miss. But he never plays it safe.
Heading into the 2023–2024 NBA season, Curry spoke about his fashion mindset. “It’s all over the spectrum,” he said. “The energy is always good. It feels like the first day of school.” On media day, Curry wore a sweatsuit. Still, he planned the look in advance. “You lay it out the night before,” he added. “You don’t just wake up and figure it out that morning.” While opening night brings the excitement, it also brings eyes. “Everyone wants to see the energy each player shows up with,” Curry said. “We’re all getting ready for that big moment—the game that kicks off the season.”
Rakuten, established in 1997, has played a pivotal role in shaping the online shopping experience. They provide consumers with Cash Back, deals, and shopping rewards for a vast array of products and services. With 17 million members in the United States, Rakuten has facilitated over $3.7 billion in Cash Back earnings for its users at their preferred stores.
BIFC was founded in 2020 by Lindsay Peoples Wagner, energized by her notable article “What It’s Like To Be Black In Fashion,” recognizing the need for systemic change in the fashion industry. She and public relations specialist Sandrine Charles co-founded The Black in Fashion Council in response to global tension.
This organization assembles a group of fashion professionals to establish a more inclusive foundation. The addition of Stephen Curry gives more visibility to the organization’s efforts, and Rakuten acts as the catalyst for support with its global footprint and reciprocal shopping experiences.
Curry is new to the Rakuten x BIFC team hoping to be a great asset as he is his “Warriors” teammates. “It’s been cool because of the spotlight that we have on how we dress – the ‘Tunnel Walks.’ It’s a cool way to uplift representation in all different fields, especially in fashion [while] working with the Black Fashion Council and up-and-coming designers who have a lot of energy and a great vision.”
“The stuff I wear throughout the year and our ‘Tunnel Walk’ looks come straight from these designers and brands,” explains Curry of the partnership. ‘Working with Rakuten opens up a marketplace for them, driving awareness and traffic for these designers, bringing together many different worlds.”
The partnership between Rakuten and BIFC commenced during the Spring/Summer 2024 season of New York Fashion Week, where Rakuten sponsored the NYFW Discovery Showroom. As part of their support during the 2024 NBA season, Stephen Curry will be cruising the “Tunnels” with BIFC designers, advocating for their creative journeys. Curry will strut the concrete halls in outfits from BIFC designers through social and during his pre-game “Tunnel Walks,” making these items available for purchase through Rakuten.
Stephen Curry continues to show his support for Black in fashion by championing designers who push boundaries. “I’d say Jerry Lorenzo and Virgil Abloh,” he says. “Especially from a footwear perspective—they’ve personally inspired me.”
Curry has had conversations with both icons. “They’ve already made their mark. When people hear their names, they listen. I’d love to see the designers I’m working with now reach that level—shaping culture, not just as independents, but through mainstream brands.”
He also highlights how fashion and sports collide. “The NBA tunnel is more than a walk—it’s a statement,” he explains. “Dwyane Wade still turns heads with his evolving style. He takes risks, and you expect greatness—even when it’s not perfect.”
To Curry, the tunnel captures a moment. “It reflects the season, the city, and the vibe. You get to express yourself without saying a word.”
He continues, “I take intentional risks. I try new things but stay true to what feels like me. My style is movement. I have to feel bold, but also comfortable.”
As part of his mission to uplift Black in fashion, Curry supports the Rakuten and BIFC initiative. This program calls on non-Black brands, influencers, and media to look inward. Are they empowering Black professionals—or holding them back?
Curry believes the fashion industry still has a long way to go. Systemic barriers persist, even as brands claim progress.
Rakuten, however, is taking action. They’re the presenting partner of the Black in Fashion Council NYFW Showroom. They spotlight emerging Black designers during fashion’s biggest week.
Beyond visibility, Rakuten helps designers grow. They promote talent through Rakuten.com, press, and social media. Plus, their advisors guide designers on affiliate marketing to boost reach and revenue.
Supporting Black in fashion is more than a trend—it’s a movement. And Curry is making sure it doesn’t get ignored.
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