Inside the New York Liberty’s Merch Machine

Megan Turner • August 7, 2026 • 3 min read

Discover how the New York Liberty are boosting merchandise sales by 80% with a 12-month strategy targeting casual fans beyond game days.

Inside the New York Liberty's Merch Machine - new york liberty merchandise — Inside the New York Liberty’s Merch Machine

The New York Liberty’s seafoam green merchandise is a year-round fixture at Barclays Center, where team store sales have climbed more than 80% year-over-year. The franchise is expanding its reach beyond game days, creating new products for the off-season and renovating the main shop to handle increased demand. This strategy targets casual fans who want to wear the brand during daily activities rather than just attending games.

The Liberty operate as a “12-month business” according to Chief Brand Officer Shana Stephenson. The team plans to introduce holiday items and stocking stuffers, while the main store at Barclays will undergo renovation to add more shelf space. The goal is to transform the franchise into a full lifestyle business where fans feel comfortable wearing Liberty gear while walking their dog or watching a movie.

Partnerships with local designers and streetwear brands like New York or Nowhere have driven more than 30% of total merchandise sales. Stephenson noted that collaborations with major brands signal a growing respect for women’s sports teams and the commercial opportunity they represent. The Liberty runs its Team Store in tandem with Fanatics and works with local licensees to plan products.

With moves like this, the Liberty franchise is trying to become a full lifestyle business, Stephenson said. “It was always my goal for people to wear Liberty gear, not just to come to our game, but when they’re out walking their dog or going to the movies on a Saturday night,” she explained. But this philosophy applies to anyone, basketball aficionados or otherwise, Stephenson said. “We want to make sure that we’re creating merchandise for casual fans that might not have been to a game,” she said. “I love that we’re at a place where we can deliver on that.”

The Ellie phenomenon

The Liberty mascot, Ellie the Elephant, has become a viral sensation on social media, leading to a surge in related products. Ellie merchandise, including hats, T-shirts and an attachable “Ellie braid,” represents 21% of in-venue sales. The plush dolls were a bestseller in 2024, selling out the first day and prompting the franchise to increase its order quantity by more than 1,000% for 2025.

Blind boxes featuring Ellie have also proven popular. After witnessing the “Labubu craze,” the Liberty introduced five Ellie “blind boxes” that are only available at the Barclays store. It is not unusual for the organization to sell 500 units a game, and Stephenson noted that adults are buying the items just as often as children. “We realized that it wasn’t just children that wanted it — adults were buying it, as well,” she said.

Victoria Ungvarsky, a 2026 season-ticket holder, has attended games and bought merchandise since 2024. “I went to a first-round playoff game at Barclays and immediately knew this was a community I wanted to be a part of,” she told Modern Retail. Ungvarsky owns more than a dozen pieces of Team Store merch, including four hats, three shirts, a Fenty Beauty lip gloss and the “Ellie braid.” Her favorite piece is a crossbody Away bag in a Liberty colorway. “I also love being able to throw on a Liberty hat or shirt when I’m running errands,” she said. “I’ve had some fun conversations on the street with people when they recognize my Liberty gear.”