A new investment fund, backed by LVMH and several top professional athletes, has placed nearly $50 million into the activewear brand Rhoback. The fund includes partners such as Dallas Cowboys quarterback Dak Prescott and Indiana Pacers guard Tyrese Haliburton.
The capital injection aims to fuel Rhoback’s expansion in the competitive activewear market. The brand, known for its performance polos and lifestyle apparel, has gained a following among athletes and casual consumers alike.
This marks a significant bet on the growing intersection of sports, fashion, and venture capital. High-profile athletes are increasingly moving beyond endorsement deals to take equity stakes in emerging brands.
LVMH’s involvement adds further credibility to the investment. The luxury conglomerate’s participation signals a broader interest in premium, performance-driven clothing lines.
Rhoback plans to use the funds to scale its operations, enhance product development, and strengthen its direct-to-consumer channels. The brand aims to compete with established names in the sector.
Prescott and Haliburton bring not only capital but also personal brands that align with Rhoback’s image. Their involvement could help drive visibility and sales among sports fans.
The deal reflects a growing trend of athlete-led investment funds targeting consumer goods. As players seek longer-term financial strategies, activewear represents a natural fit.
For Rhoback, this partnership provides a runway for growth without sacrificing its independent identity. The brand will now look to build on its momentum with new resources and influential backers.
