Back in 2021, Gary Payton II sat on the Golden State Warriors bench, his eyes wandering from watching the game to into the stands. He turned to the baseline, scanning who was sitting courtside.

Immediately, an outfit caught his eye.

A woman sitting just two seats down from the end of the bench was wearing a painted and bejeweled Warriors jacket. He’d never seen anything like that before.

He had to tell her how cool he thought her outfit was. Payton’s Warriors teammate Jonathan Kuminga did, too.

“It was just the way there was all this culture incorporated into all the pieces,” Payton told ESPN.

The woman was Danielle Snyder, a new Bay Area resident who, for fun, would design her own clothes to wear to Warriors games. About three weeks ago — four years after Payton first noticed her — Snyder and her sister, Jordi, officially launched DannijoPro, a label of NBA apparel that was born out of her former passion project.

Snyder has made custom pieces for Payton, Warriors guard Moses Moody and coach Steve Kerr, as well as, Ayesha Curry, Jada Paul and Nicole Lacob — the spouses of stars Stephen Curry, Chris Paul and team owner Joe Lacob, respectively.

She’s also done a collaboration with Vanessa Bryant for Mamba and Mambacita apparel.

All of this started back in 2020, when Snyder moved from New York to San Francisco during the pandemic. Pregnant with her first daughter, Snyder stayed inside for 14 months, as a precaution to avoid catching COVID-19. After giving birth in Nov. 2020, she experienced severe postpartum depression.

Snyder recalls her attendance at Warriors games coinciding with a turning point in her recovery.

“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, became the creative outlet that I had been missing.”

She began making her own outfits to wear to the games — cutting up old jerseys and adding crystals or paint. She started getting compliments from other game attendees. Then, when the players started to compliment her, she realized there was a hole in the marketplace.

Building relationships with everyone who now plays a role in the brand has been organic, Snyder said.

From the girl who does the knit work, to the duo who hand paints each of the clothing items, to the company that supplies the crystals that are embroidered on, Snyder met them through different everyday moments.

Her relationship with the Warriors also played a huge role, particularly in being able to have an official license with the NBA.

Now, she’s designing clothing that serves beyond the Warriors fanbase, with apparel featuring different teams’ logos and signatures. But the ultimate goal is for it not just to be a clothing line to only wear to games and support a team.

“It may be Warriors or Knicks or Lakers but the idea is for you to wear it out wherever you are and you can just be cool. It’s not meant just to be worn to a game,” Snyder said. “We always knew we wanted these items to be easy to wear and for them to be iconic — have these big fashion moments.”