When the New York Liberty made the move to Brooklyn, they were making space to build something new. Something different. Something that, of course, entertained fans but also reflected them. That vision became Ellie the Elephant, the team’s now-iconic mascot who has been seen strutting across center court in a signature “Herzey” dress, sharing the stage with Ciara, and starring in campaigns for Fenty and Essie.
The Woman Behind the Brand
Behind the viral dance breaks and sellout merch drops is a calculated, culturally intentional effort led by Shana Stephenson, the Liberty’s Chief Brand Officer. Stephenson alongside two other Black women, CEO Keia Clarke and senior director of entertainment Criscia Long, helped create Ellie. The mascot turned into an icon in her own right as a community mirror
“When we decided to introduce a new mascot to coincide with the team’s move to Brooklyn, we knew we had a unique opportunity to offer new and existing fans a figure they could identify with,” Stephenson said to 21Ninety. “From those first conversations, we were intentional about how our mascot would represent the New York Liberty and our values. Ellie the Elephant embodies everything the Liberty stands for — Brooklyn, equality and freedom.”
For Stephenson, this was about building a character who could spark conversations. She wanted this character to turn heads and earn respect at the intersection of sports, fashion, and culture.
“Ellie was created by Black women and represents Black women and culture,” Stephenson explained. “When Liberty CEO Keia Clarke and I reimagined what the Liberty’s mascot could be, we knew we wanted her to reflect and celebrate the diversity of our fan base. We were deliberate in infusing all aspects of Ellie — from her personality to her wardrobe — with markers of Brooklyn culture.”
From her first moment courtside, Ellie was unstoppable. Her choreography, her confidence, and even her signature braid captured audiences instantly. Her debut even made headlines across Vogue, The Wall Street Journal, and SLAM.
“Since her debut, Ellie’s authenticity has connected deeply with fans. She’s transcended what it means to be a mascot, becoming an extension of the team with her iconic dance moves, fan interactions, standout style and countless viral moments.”
One Performer, One Vision
That authenticity extends to the performer behind the mask. Rather than rotating talent in and out, Stephenson and her team chose one performer. The person they chose hails from Brooklyn and brings Ellie’s movements and personality to life with intentionality and flair.
“When we created Ellie, we intentionally chose a performer from Brooklyn to bring her to life. Ellie’s movements and persona are shaped by this performer’s deep understanding of what it means to be from — and represent — Brooklyn,” Stephenson explained. “They’ve brought an unmatched level of entertainment and intentionality to Ellie, creating a connection with fans who see themselves in her — whether through her Brooklyn roots, love for the Liberty, signature dance moves or distinct sense of style.”
That connection has paid off. Beyond being just a team mascot, Ellie has turned into a merchandising phenomenon. Her plush toy sold out on launch day. Her braid-inspired tee is a fan favorite. Additionally, her “Herzey” dress now comes in both adult and children’s sizes.
“Ellie has evolved into much more than a mascot — she’s an influencer whose personality, style and presence spark real cultural conversation and connection,” Stephenson explained. “She goes beyond generating brand visibility and fan engagement — she’s opening new revenue streams and unlocking previously untapped partnerships.”
Ellie’s ability to tap into the moment helps drive that demand. She’s stylish, witty, culturally fluent and always Brooklyn.
“Ellie’s style is unapologetically Brooklyn. It blends streetwear and high fashion, reflecting the dynamic energy of New York and the spirit of the Liberty, from her wardrobe to her accessories and footwear,” Stephenson said. “Her authenticity is key to her connection with fans and the reason she has evolved from mascot to cultural icon.”
Expanding What’s Possible for Women’s Sports
That evolution continues to open doors for what mascots can represent in women’s sports. From performing alongside Lil’ Kim to becoming the face of Essie’s WNBA partnership, Ellie’s reach stretches far beyond the court.
“Ellie is redefining what mascots can be and represent. Elevating her from mascot to influencer has created new opportunities for fan engagement and business growth,” said Stephenson.
Behind the scenes, that same dedication to excellence is what keeps Ellie’s image sharp.
“A fun fact about Ellie is that her signature braid is re-braided before every single appearance,” Stephenson shared. “It’s just one example of our team’s dedication to ensuring Ellie shows up to every event looking her very best.”
As Chief Brand Officer, Stephenson sees Ellie as more than just a mascot. She sees her as a future blueprint for how brands can creatively and intentionally build icons that resonate far beyond traditional boundaries.
“Whether through content, event appearances or product integration, Ellie’s distinct style and personality have become the foundation for dynamic events and campaigns for our team and partners,” she said. “I look forward to generations of fans identifying with and celebrating Ellie.”
With each halftime routine, every sold-out accessory, and every Brooklyn-specific style detail, Ellie reminds fans that the Liberty is playing for the championship while representing culture, identity, and legacy.
And Ellie? She’s leading that charge in sneakers, gold hoops, and a braid that always stays laid.