How Shana Stephenson Revived the New York Liberty Brand

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Shana Stephenson, CMO (Chief Brand Officer) of the New York Liberty, orchestrated a dramatic resurgence for the franchise by relocating the team back to Brooklyn, launching partnerships like Fenty Beauty, and introducing Ellie the elephant. These moves resulted in an 890% increase in season ticket membership and a 130% rise in merchandise sales.

Stephenson joined in 2018 during a relocation phase that saw a 70% drop in attendance. She led the rebrand with initiatives aimed at both longtime and new, younger, diverse fans. As she put it:

“The strategy is to grow together … it’s always about getting younger. It’s about getting cooler.”

Brand collaborations—including Fenty Beauty—and the introduction of Ellie—Brooklyn’s playful elephant mascot—amplified fan connection and cultural relevance. Ellie even features in commercials and national media, becoming an influencer in her own right.

Stephenson shifted marketing from static messaging to dynamic cultural storytelling—deliberately honoring legacy fans while inviting new audiences through social media vibes and vibrant in-arena experiences.

As the Liberty’s fan base and visibility continue expanding, Stephenson aims to make seafoam green as iconic as Knicks orange—and next target, drawing Beyoncé to a Liberty game.