Full Breakdown
New New York Liberty Builds a Year-Round Merchandise Engine
8/8/2026, 6:21:42 AM
Core Event: Explosive Growth of Liberty Merchandise
The New York Liberty’s Team Store, run with Fanatics, has posted sales up more than 80 % year-over-year across online and Barclays Center locations. Home games draw hundreds of shoppers; the 2026 “Pride Night” shirt sold out before halftime. Ellie the mascot’s plush dolls sold out on day one of their 2024 release, prompting a 1,000 % order increase for 2025.
Background & Context
The WNBA season runs May-September, but Liberty leadership treats the franchise as a 12-month business. Chief Brand Officer Shana Stephenson says the goal is for fans to wear Liberty gear daily. The team hired Jamillah Davis Hernandez, a former Saks executive, as VP of merchandise and retail. The main Barclays store will be renovated this year to add SKU capacity and a permanent Liberty-only section.
Data & Statistics
- Team-store sales: +80 % YoY.
- 2026 Pride Night shirt: 100 % sell-through.
- Ellie items: 21 % of in-venue sales.
- Ellie “blind boxes”: ? 500 units per game.
- Collaborations with local designers and streetwear brand New York or Nowhere generate > 30 % of merchandise revenue.
- Restocking: 48 hours for themed tees, up to one year for new plushies.
Official Statements & Responses
Stephenson notes the strategy relies on “great instincts” about fan engagement and rapid, data-driven inventory decisions. Hernandez is overseeing the store redesign and an upcoming “in-suite” concierge service that will deliver merchandise to season-ticket holders’ seats.
On-the-Ground Reports
Season-ticket holder Victoria Ungvarsky (2026) buys multiple items per game and wears Liberty gear while running errands, saying the apparel sparks street-level conversations. Ellie “blind boxes,” inspired by the Labubu craze, have become collector’s items, with fans trading them on the New York Liberty subreddit.
Verbatim Quotes
- “We could not keep them in store,” — Shana Stephenson, Chief Brand Officer.
- “I love the community that they’re able to foster, and the connection [among] fans collecting them or trading them,” — Shana Stephenson.
What’s Next
The renovated Barclays store will expand capacity and stay open year-round. Later this season, the franchise will pilot the “in-suite” concierge delivery service, letting fans receive plushies, shirts, or accessories at their seats. Additional Ellie “blind box” orders are in development, and the team will keep expanding collaborations with local designers and streetwear partners.
