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“So that’s what y’all wanted to see, huh?” Philadelphia Eagles quarterback Jalen Hurts asked back in 2024, after winning a game against the Pittsburgh Steelers. And while, yes, fans would undoubtedly agree that a major win was what they wanted to see, it was Hurts’s “Breed of One” diamond necklace that kept the conversation going long after the final touchdown. Big and certainly bold, the sparkly chain was custom-made for the athlete by Gabriel the Jeweler. Worth a shocking $200,000 and encrusted with a dazzling array of diamonds, the necklace honours Hurts’s personal motto, Breed of One. It went viral almost instantly, becoming an unexpected symbol of the growing connection between athletic culture and luxury accessories. And while the attention marked a new level of mainstream visibility, the bond between competitors and their jewels is hardly new. Long before players became fashion icons and runway regulars, they made statements with gold chains, diamond studs and custom pieces. Think Michael Jordan’s iconic necklace, Serena Williams’s pavé chain link or LeBron James’s obsession with Cartier bracelets. These aren’t mere accessories—they’re declarations of identity. But what lies at the heart of this connection?
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While athletes are asked to bring their best selves to the track, court, field and pitch—all while adorned in national uniforms crafted for optimal performance—it leaves minimal room for their audiences to get a real sense of who they are. But thanks to tunnel walks, fans have gained a deeper insight into their favourite sports players. David Perry, a former marathon runner turned jeweller who creates pieces for U.S. Olympian Grant Holloway and others, describes jewellery as “a storytelling piece.” And Jason Arasheben, CEO of Jason of Beverly Hills, agrees: “Athletes, especially those in the spotlight, often use jewellery to mark milestones in their careers. Whether it’s a championship ring, a custom pendant or a watch, each piece tells a story of hard work, sacrifice and achievement. It’s about celebrating their journey.” Some milestone pieces have been well documented: Simone Biles’s 546-diamond GOAT necklace, honouring her status of being the greatest of all time, and track-and-field star Tara Davis-Woodall’s custom necklace, depicting her signature pose and paying homage to her journey, to name a few.
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While sentimental value plays a significant role in many athletes’ jewellery choices, it’s not the only driving force. In some cases, jewellery is worn due to lucrative brand deals. Think tennis legend Roger Federer’s long-standing partnership with Rolex, NBA players Kyle Kuzma’s and Josh Hart’s relationship with David Yurman and tennis player Jessica Pegula’s synergy with Gorjana. Other times, jewels are worn as a good-luck charm, providing a psychological boost in the face of uncertainty. Professional sports are inherently unpredictable, with athletes constantly adapting to the opposition’s strategy and external factors that might impact their performance. In this high-pressure environment, superstitions like wearing a talisman can offer a sense of control, helping athletes quiet thoughts of anxiety and incompetence. By embracing these tokens of good fortune, athletes could possibly gain a mental edge, allowing jewellery to catalyze a better outcome.
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Here, the exact mechanism behind a lucky charm’s effectiveness is less important than its psychological impact. It’s a way to help transform the mindset of said player. “When you are pushing your body to its absolute limits, a piece of jewellery can provide reassurance of power and endurance,” says art and cultural historian Elizabeth L. Block. “A diamond amulet can make you feel invincible.” Whether it’s superstition, style or a symbol of achievement, jewellery has become a key part of an athlete’s arsenal—not just to look good but to feel unstoppable. From diamond-encrusted mottos to lucky pendants tucked under jerseys, these pieces do more than shine—they spark confidence, command presence and maybe even win games. For today’s athletes, jewellery isn’t just part of the outfit—it’s part of the performance. This article first appeared in FASHION’s October 2025 issue. Find out more here Continue Reading
