Emma Grede’s Expanding Empire: From Good American To NFL Collaborations

Emma Grede is no stranger to disrupting industries. The British-born entrepreneur and marketing maven behind inclusive powerhouses like Good American and SKIMS is now making waves in the sports world.

Her newest venture, Offseason, is a bold collaboration with NFL designer Kristin Juszczyk and Fanatics, blending high fashion with football culture — and it’s only the latest chapter in a playbook defined by vision, grit, and an unwavering commitment to representation.

Emma, who made history as the first Black woman investor on Shark Tank, has carved out a unique path in business by betting on authenticity. A child of a working-class immigrant family in East London, she began her journey in fashion marketing before co-founding Good American with Khloé Kardashian in 2016. What began as a denim brand built on size inclusivity quickly became a cultural statement—and a multi-million dollar success.

Her approach? “I don’t just want to build businesses. I want to build movements,” Emma told Foundr.

She said believes brands must speak to real people and reflect real stories. That same ethos is at the heart of her latest venture: Offseason.

The idea for Offseason was born in a now-legendary DM. Kristin Juszczyk, designer and wife of NFL fullback Kyle Juszczyk, had been gaining buzz for her custom-made game day apparel worn by celebrities like Taylor Swift and Deebo Samuel. When Grede slid into Juszczyk’s DMs, it wasn’t just to offer praise—it was a proposition to build something bigger.

“I saw someone with insane talent, hustle, and a point of view that the sports world was missing,” Emma told Forbes. That message sparked a partnership with Fanatics CEO Michael Rubin and led to the creation of Offseason — a brand aimed at giving fans, especially women, a way to show team spirit without sacrificing style.

Unveiled just ahead of Super Bowl LVIII, Offseason’s debut collection is already redefining what sports fashion can look like. With its elevated aesthetic, tailored fits, and streetwear sensibility, it’s designed for the modern fan who wants to wear their team colors from the stands to the streets.

Emma’s latest moves aren’t just about sportswear — they’re about spotlighting hustle and heart. As co-host of the Roku series Side Hustlers with supermodel Ashley Graham, Emma mentors aspiring entrepreneurs as they turn passion projects into full-fledged businesses.

“I was that person once,” Emma said on CBS Mornings. “No money, big dreams, working every angle.”

Through “Side Hustlers,” she’s helping others access the kind of mentorship and resources she had to fight for. The show reflects her ongoing mission: breaking down the barriers that have long excluded women — especially women of color — from leadership and equity in business.

Emma’s success is built on more than style. It’s rooted in strategic thinking, fierce advocacy, and a refusal to compromise values for visibility. At every turn, she has demanded better — better representation, better sizing, better opportunities. As chairwoman of the Fifteen Percent Pledge, she’s helped pressure major retailers to commit 15% of their shelf space to Black-owned businesses.

Her work is reshaping how we think about leadership — not just who gets to lead, but what that leadership looks like.

“People see the headlines now,” she told Foundr. “What they don’t always see is the resilience it took to get here. The rejection, the risks, the late nights. But that’s what builds staying power.”

With Offseason poised to scale and her business empire spanning beauty, fashion, and now sports, Emma continues to lead with impact. Whether mentoring new entrepreneurs, building generational brands, or changing the face of Sunday game day fashion, her message is clear: there’s room for everyone at the table — but you’ve got to pull up a chair and make it count.

And Emma? She’s not just pulling up a chair. She’s building the whole table.