In the fast-paced world of Bay Area entrepreneurship, sometimes all it takes is one viral moment to transform a small business from a side hustle into a potential goldmine.

Jeff Chu, by day a financial advisory firm operations director, discovered this magic firsthand when NBA superstar Stephen Curry casually wore his LACES hat during a Western Conference semifinals game.

From Sidelines to Spotlight

What started as a modest local hat company suddenly skyrocketed into the stratosphere of brand recognition. In a matter of days, LACES sold nearly 10,000 hats - a number that would make most startup founders weep with joy.

The Curry Effect

The hat, featuring “Bay Area” written upside down, represents more than just fashion. Chu’s vision is to spotlight the 98% of athletes who rarely get major brand deals. His company isn’t about chasing superstar endorsements, but celebrating the underdogs of the athletic world.

An Unexpected Journey

While LACES had already gained some traction with 49ers linebacker Fred Warner wearing their gear, Curry’s unexpected hat appearance transformed their trajectory overnight. The website crashed from overwhelming demand, a true testament to the power of unexpected visibility.

As Chu eloquently put it, they’ve gone from being at “B or C” to “L” in the brand alphabet - a quantum leap that most entrepreneurs can only dream about. Sometimes, all it takes is one moment of unexpected magic.