It started with a jacket.
Painted, bejeweled, and shimmering courtside at a Golden State Warriors game in 2021, it wasn’t part of the official team wardrobe — but it caught the eye of someone who knows a thing or two about standout performances. Sitting on the Warriors bench, guard Gary Payton II noticed the look immediately. So did teammate Jonathan Kuminga.
“It was just the way there was all this culture incorporated into all the pieces,” Payton said.
That jacket belonged to Danielle Snyder, a New York transplant who had recently moved to San Francisco. At the time, the pieces she wore to games were a personal outlet — reworked jerseys, hand-painted denim, and DIY crystal embellishments that helped her navigate an incredibly difficult chapter.
Back in 2020, Snyder had moved to the Bay Area while pregnant with her first child, just as the pandemic brought life to a standstill. Isolated and housebound for 14 months, she gave birth in November and soon after experienced severe postpartum depression.
Her turning point came in the most unexpected way: courtside at Chase Center.
“It wasn’t until my husband got us Warriors season tickets that I came back to life,” Snyder told ESPN. “It was the first time I really saw that the Bay Area had a buzz and vibrancy. Going to those games became, in a weird way, the creative outlet I had been missing.”
That creative spark became a movement — and now, a brand.
From Passion Project to Pro Label
Just a few weeks ago, Danielle and her sister Jodie officially launched DannijoPro, a fashion-forward NBA apparel label that blurs the lines between streetwear and fan gear. What began as a courtside hobby has evolved into an officially licensed brand, worn by players, coaches, and some of the league’s most recognizable wives and partners — including Ayesha Curry, Jada Paul, and Nicole Lacob.
Snyder has also collaborated with Vanessa Bryant on custom pieces for Mamba & Mambacita — further proving her designs transcend the Bay Area.
Gary Payton II, who was the first to recognize her creative spark, joined Snyder — along with teammate Kevon Looney — at the brand’s debut event, showcasing what DannijoPro is all about: bold, stylish statements that celebrate NBA culture without being confined to it.
Elevated Team Pride, Everyday Wear
Snyder’s designs are rooted in team identity, but they’re meant to be worn far beyond the arena.
“It may be Warriors or Knicks or Lakers, but the idea is for you to wear it out wherever you are and just be cool,” she said. “It’s not meant just to be worn to a game. We always knew we wanted these items to be easy to wear — and for them to be iconic. To create those big fashion moments.”
That ethos is reflected in her debut collection: a fusion of high fashion, DIY spirit, and unmistakable team energy. Whether it’s a hand-painted bomber or a crystal-detailed hoodie, each piece carries the soul of the game — but with runway-ready flair.
Built From Real Connections
From the woman who knits for the brand to the duo behind each painted piece, Snyder built DannijoPro through personal connections — not fashion insiders. The team grew organically, born from friendships, shared passions, and mutual support.
Her relationship with the Warriors also played a pivotal role, helping her secure official licensing and exposure through genuine relationships with players and staff — not sponsorship deals.
The Future of Fan Fashion
What DannijoPro represents goes far beyond one woman’s creative outlet or even one team’s fan base. It signals a shift in how sports apparel is viewed — as a form of personal expression, high design, and cultural storytelling.
Danielle Snyder didn’t just create a clothing line. She created a space where the love for the game meets the love for fashion, identity, and healing.
From postpartum recovery to the NBA runway, her journey is a reminder that sometimes, the most powerful statements don’t come from the court — they come from the crowd.
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