Why LVMH Bet on Rhoback: The Start-up Shirt Worn by Jamie Dimon
Creatrip Team
a month ago
Luxury giant LVMH, through a new fund called CHAMP (created with L Catterton and sports-entertainment firm Patricof Co), invested $50 million in Rhoback, a U.S. startup known for the hunting-dog logo and the polo shirts Jamie Dimon has worn. Founded in 2016 by three University of Virginia alumni, Rhoback built a devoted following by selling functional-yet-stylish polo shirts directly at golf courses and markets and growing via social media. CHAMP’s unique model recruits top athletes to invest their own money in brands rather than just taking endorsement fees, turning athletes into high-powered promoters and co-owners; participating stars include NFL and NBA stars like Dak Prescott and Tyrese Haliburton. Rhoback’s name and dog logo come from the founders’ pet Bunker, a Rhodesian Ridgeback (a dog breed), and the brand emphasizes “Crave Activity” as its slogan. The deal signals how athlete-backed investment can accelerate niche fashion brands into the luxury sphere.
