Hours before tip-off, the game has already begun—not on the court, but in the tunnel. The short journey into the locker room has evolved into a pregame fashion showdown, where players compete in style. With cameras capturing every step, each outfit is a carefully crafted statement and every walk a performance. The tunnel is no longer just an entrance—it’s the National Basketball Association’s (NBA) most stylish battleground.
The evolution of the NBA tunnel has unraveled throughout the past twenty years, fusing personal expression and high fashion through designers like Marcus Paul and Jerry Lorenzo.
In the 90s, players casually strolled through the tunnel in oversized suits and baggy streetwear. Allen Iverson’s embrace of hip-hop culture in the early 2000s, along with Michael Jordan’s growing fashion influence through his brand Jordan, upset then-league commissioner David Stern, prompting him to introduce the NBA’s dress code in 2005, which required players to dress in “business or conservative attire” and forced players to rethink their off-court style.
Since then, the shift from casual streetwear to more carefully curated outfits has been slowly shifted. Players like LeBron James and Russell Westbrook, who famously walked through the tunnel in skirts, have long been trendsetters. However, only recently has the league seen a significant surge in interest in using the tunnel as a runway and fashion showcase.
“I think players dressing up for the tunnel is cool,” senior and former basketball player Angelina Volpe said. “If they feel good, then they’ll play good,”
With players like Kyle Kuzma, Shai Gilgeous-Alexander and Jayson Tatum revitalizing the fashion side of the sport, hundreds of others have joined the movement. Players have embraced the tunnel as a platform for self-expression, with many dressing to impress, even if they never make it off the bench.
Garnering interest from basketball and fashion enthusiasts alike, fans have pushed the attention of these outfits to new heights. Instagram accounts and fashion platforms, such as @leaguefits and @nbafashionfits, have consistently allowed fans and casual viewers to follow players’ outfits each game—fueling interest and commitment to the trend.
“Some of them have no style and if they have style it’s definitely interesting,” Volpe said. It’s a good way to show your personal style but if it displays too much overconsumerism and it’s ugly then it sucks.”
As a result, companies have leveraged this resurgence in popularity to capitalize on the attention.
Companies, such as Tiffany & Co., have used players’ brief walk through the tunnel to launch partnerships and showcase new products. Just two years ago, James debuted the Tiffany & Co. x Nike collaboration during his tunnel walk, gaining significant recognition. This platform has also offered companies and designers greater visibility, potentially driving increased sales for brands like Fear of God.
However, with this popularity comes a certain pressure to maintain a high standard of dress. Once an iconic figure known for his individuality in fashion, Kuzma announced in October 2024 that he would be stepping away from the scene, stating that he no longer wanted to be part of a community that pressured him to dress up.
The NBA tunnel has transformed from a simple walkway into a cultural phenomenon, blending sports, fashion and personal expression. What began as a space for casual pregame arrivals has evolved into a high-profile stage where players showcase their individuality and influence trends beyond the NBA, including the Women’s National Basketball Association (WNBA).
Similarly, the WNBA has adopted this attitude towards their tunnel as well, with women like Olivia Nelson-Ododa from the Connecticut Sun’s and A’ja Wilson from the Las Vegas Aces’ paving the way for women’s fashion.
While many Basketball players display a strong interest in fashion while walking through the tunnel, this does not apply to the National Football League (NFL) or the Major League Baseball (MLB). While both have their own variations of a tunnel, neither utilize the tunnel as a way of fashionably expressing themselves — typically entering in their team uniform instead.
While this spotlight has opened doors for designers and brands, it has also created an environment where style expectations can feel like obligations.
As the tunnel continues to shape the intersection of fashion and athletics, its influence will likely persist, but so will conversations regarding authenticity and the pressures that come with the spotlight.
