Sporty & Rich Founder Emily Oberg Wants In on the Sexual Wellness Game

Sporty & Rich founder Emily Oberg may be launching sexual wellness products as part of a new brand called Sensual Sport.

Oberg filed a trademark application for a new brand called Sensual Sport on May 16. The trademark was filed for products including supplements, sex toys, bags, jewelry, essential oils for personal use, clothing (underwear), entertainment and educational services and more. The application is currently live and pending.

More from WWD

• Tech Tuesdays: Blue Yonder Makes Acquisition

• LoveShackFancy Collaborates With Stanley on Limited-edition Tumblers Featuring Retro Twists on Feminine Floral Prints

• High-street Retailers Face Violence, Unrest Across U.K.

Oberg, who has 338,000 followers on her Instagram, currently has the handle Sensual.Sport tagged in her bio. The account has 22 followers, 0 posts and links out to an inactive Sensual Sport website. The Sporty & Rich team declined to comment for this story.

This filing follows the opening of Oberg’s Sporty & Rich flagship in New York City in July last year. Sporty & Rich is known for its wellness-inspired athleisure clothing and accessories. In addition, the flagship offers several experiences, including a juice bar and spa with sculpting facial and body treatments from $250.

Oberg first rose to fame with the original Sporty & Rich Instagram account, which was like a mood board for health, wellness and affluence. The account eventually turned into the brand, which has 642,000 followers on Instagram, and has launched collaborations with other companies like Adidas, Clark’s and Lacoste.

Oberg has been quiet-ish about the new brand, but internet sleuths have said she has been teasing it on Instagram, and followers were quick to uncover the trademark filing.