Ellie is yet another example of how women’s sports can be something completely new and different in the pro sports space. So we spoke to New York Liberty Chief Brand Officer Shana Stephenson to get Ellie’s origin story, and insight into the process of creating an intersectional mascot who heightens a feeling of belonging for fans in one of the most diverse places on the planet.
Q. So Shana, when the Liberty moved from MSG—and Maddie was named after Madison Square Garden—to the Barclays Center, what was the process of creating a new team mascot?
A. The move to Brooklyn gave us an opportunity to think about the next evolution of the Liberty brand, including the introduction of a new mascot. We wanted to create a mascot who felt unmistakably connected to New York, while reflecting the energy, creativity and confidence of Brooklyn and the Liberty.
New York Liberty CEO Keia Clarke and I spent a great deal of time researching animals with connections to New York and Brooklyn. That’s how Keia came across the story of elephants being marched across the Brooklyn Bridge when it first opened, as a demonstration of the bridge’s strength. It felt like a strong parallel to the Liberty’s move from Manhattan to Brooklyn. The more we researched elephants, the more Ellie made sense. Elephants are matriarchal and known for their strong memories and deep community bonds - qualities that reflect an organization built by and for women, with a long history we wanted to carry forward.
Ellie was designed to be more than a traditional mascot. She is bold, stylish, playful and expressive, with a point of view all her own. Just as important, her identity feels authentic to New York and Brooklyn. The performer who brings Ellie to life is Brooklyn-born and understands what it means to be part of this community. Ellie’s persona and the way she shows up have also been shaped by Black women within our organization - women who are deeply connected to and represent culture. That authenticity is central to who Ellie is.
Q. How has Ellie evolved as the fan base in Brooklyn has solidified?
A. Ellie has evolved alongside our fans. As the Liberty fan base has grown, she has become a point of connection across generations, cultures and communities. She can lead a dance class with Liberty Loyals, welcome a child to their first game, visit a school or show up at a major cultural moment - and every one of those experiences adds another dimension to her identity.
Our fans have also helped shape Ellie. They have embraced her fashion, personality and sense of humor, and incorporated her into their own expressions of Liberty fandom. Ellie’s evolution has never been about chasing culture. She is rooted in authentically representing New York and particularly Brooklyn, which is why she feels so genuine to our community. Ellie is no longer a mascot fans only see at Barclays Center. She is someone they feel represents them - and belongs to them.
Q. At what point did you realize Ellie wasn’t just a mascot, but was becoming an intellectual property and brand asset in her own right?
A. There wasn’t one single moment, but there were some clear indications that Ellie had taken on a life of her own. I knew we had something special when Cardi B commented on a video of Ellie doing one of her TikTok dance challenges. That moment led to a Billboard story, and the momentum continued from there.
We also began seeing fans engage with Ellie independently of the game - following her, creating their own Ellie merchandise and content, and incorporating her into their own style and fandom. That showed us she had developed a distinct identity beyond her role as the Liberty mascot.
The demand for Ellie merchandise has been another clear signal. The Ellie plushies sold out during the first game where we introduced them, and we increased our next order by 1,000 percent. With the collectible bag charms, fans are treating them as fashion and lifestyle pieces, not simply souvenirs.
Q. What has the earned media been like?
A. Ellie has been featured by outlets including Vogue, The New York Times, The Wall Street Journal, The Cut, Billboard, Fast Company and Time Out in stories spanning sports, fashion, beauty, business, entertainment and fan culture.
That range allows us to reach audiences who may not have previously engaged with the Liberty brand, and it speaks to how intentionally the brand has been built at the intersection of sports and culture. Ellie can be part of a conversation about merchandise, beauty or fashion, while still remaining completely connected to basketball and the Liberty.
Her editorial presence also reflects the intentionality behind the character. Ellie is not successful simply because she is fun or entertaining. She has a clear identity, she is deeply connected to the Liberty and she shows up in ways that feel relevant and authentic to New York.
Q. Sure, team mascots are fun. But given the way Ellie connects, do you have any bigger-picture ways of looking at community-building now?
A. Ellie has expanded our understanding of what community-building can be. It is not always a formal program or a large-scale event. Sometimes it is creating a shared moment of joy, giving people a reason to gather or making someone feel that they belong.
She has also shown us that community-building can be multidimensional. It can happen through basketball, but it can also happen through dance, fashion, art, music and local collaborations. Those are not separate from the Liberty’s community work - they are ways people meaningfully connect with one another and with the team.
Ellie gives us another way to welcome people into the Liberty community. Once they feel that connection, there are many more ways for them to engage, participate and see themselves as part of the organization.
