Tammy Christina: Championing Female Presence in Sports and Redefining the Intersection of Luxury and EntertainmentLawyer. Content creator. Entrepreneur. Holding just one of these titles is a feat in itself. But all three? That’s Tammy Christina. What started as a Tumblr-style Instagram of flat lays, fashion, and florals has evolved into a multi-faceted empire that seamlessly intertwines luxury, sport, and entertainment—a space she carved out with instinct, intention, and an undeniable work ethic.
A former lawyer at Thomson Geer, Tammy never planned on turning social media into a career. “I was loving my job, everyone there was so nice,” she recalls. During her lunch breaks, she would create content for her Instagram, W By White Wolfe. Never backed by intent or strategy, this platform took shape as an organic progression of Tammy’s interests. “I was sharing a diary—fashion, travel, food and beverage—all in the luxury realm, because that’s what I was interested in, and the audience followed.” Thanks to her workplace’s flexibility, Tammy was able to balance both worlds, flying interstate for media events while working from the law firm’s interstate offices during the day.
Over time, Tammy’s passion evolved into something more. When her income from social media partnerships matched her legal salary, she knew it was time to leap. “I decided to transition to full-time media because I knew if I put 100% of my time into it, I could earn more, and I just wanted to see where it would go,” she explains. “This industry is so cool because the harder you work in a day, the more you succeed. It's great to see the direct correlation where it may take longer in other fields.”
Soon enough, Tammy’s niche naturally expanded into a new arena. “I really enjoy watching sport and have done so with my family since I was young,” she explains. “But I thought it had to be separate from my social media work. It was hard to convince a girly-girl that going to a four-hour sports game was worth it.” Yet she found a way to blend both worlds. “Instead of just going to a bar to catch up and have some drinks, you can do it at a sports game and have live entertainment and atmosphere at the same time.”
The first lightbulb moment? “Formula 1 in Melbourne started integrating luxury entertainment with Glamour on the Grid. You could wear a beautiful dress, showcase delicious canapés, and talk about the sport. That’s where I first dabbled.” From Melbourne F1 to the Rams in the NFL, NBA teams, and the F1 in Austin, Tammy’s approach evolved. “My favourite thing became working with the sponsors of a sport I liked and showcasing the lifestyle element. This would bring non-traditional fans to the sport by showing how the brand fits in”, she explains.
Tammy’s ability to seamlessly bridge industries has led to interviews with Elton John, Ricky Martin, and Victoria Beckham, alongside collaborations with Moet Hennessy, Porsche, and Dyson, to name just a few. “Most of my interviews have been me making it happen,” she says. “No one was offering, ‘Would you like to interview so-and-so?’ It was me meeting people, researching their talent, and pitching an angle that would resonate with my audience.” For Tammy, it’s all about finding the right direction. “Celebrities are fun, but for the interview to be worth doing, it needs a unique angle or purpose.”
Tammy’s latest endeavour, World of Rezort, reflects her long-standing love for resort-style fashion. “In my mind, it’s like suiting, but for summer—unique fabrics, sheer pieces, high necks, open sides. Conservative and smart, but sexy and island-appropriate at the same time.” The brand’s development was a slow and steady process. “It took me about two years to take my designs from an idea to launching, and I sat on it for a very long time. It’s such a long process and honestly has been really challenging.” Tammy shares. “I want to make sure everything I release is completely in line with my ethos and perfect in terms of quality and feedback. I would rather release less than more and make it perfect.”
In 2022, Tammy was named to the Forbes 30 Under 30 list—an accolade she cherishes. “For the media/tech industry, it's basically the closest thing to receiving an Oscar award,” she says. “I work reaaallly hard—pretty much all day, every day, including weekends unless I have allocated time towards something else. But if an email doesn’t get answered or if I don’t action something, I could lose an entire partnership. It's a lot of pressure and you are never switched off. So, it's really cool to have any form of recognition, let alone from Forbes 30 Under 30. It was a big personal achievement.”
For Tammy, these achievements are part of a greater target she set for herself years ago. “I set really big goals back in 2016 and hit all of them. Then I regrouped and set more major ones.” Now, she’s ready to ease the pressure. “I want to focus on highlighting sports entertainment on my social media and building my resort wear label,” she explains. “Ideally, less travel, building a home, and spending more time with my family.”
Championing female presence in sports and redefining the intersection of luxury and entertainment, Tammy continues to break barriers and inspire a new generation. With an eye for innovation and a presence that commands attention, Tammy Christina’s influence is undeniable.
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