Off-White’s New Play: A Game-Changing Collaboration with the New York Liberty
How Off-White's partnership with the New York Liberty is redefining women’s basketball through fashion and culture
Off-White is pushing further onto the sports stage. In its first-ever partnership with a U.S. sports team, the Milanese fashion powerhouse has joined forces with the New York Liberty, signalling a new era for both the brand and the world of women’s basketball.
The partnership, unveiled this past Friday, sees Off-White taking on the role of the Liberty’s “official style and culture curator,” marking a significant step for both the team and the brand. Known for its cutting-edge designs and cultural relevance, Off-White is no stranger to sports, having already collaborated with Italian football giants AC Milan. However, this new venture into U.S. sports solidifies its ambitions stateside.
Kicking off the collaboration in style, a custom varsity jacket designed by Off-White’s creative director, Ib Kamara, will be revealed on Sunday, September 22nd, during the Liberty’s first 2024 playoff game at Barclays Center. The jacket will also be available for fans, who can pre-order and customize their own versions during select playoff games.
“Off-White’s mission has always been about fostering change and amplifying the voices of forward-thinkers and cultural pioneers,” said Off-White CEO Cristiano Fagnani. “Partnering with the New York Liberty is a perfect alignment of those values.”
This collaboration isn’t just about fashion; it’s about cultural impact. Beyond the jacket, the partnership will introduce seasonal fashion capsules, community-focused programming, and initiatives tied to major cultural moments like Women’s History Month, Black History Month, and Pride. It’s clear that both Off-White and the Liberty are intent on making waves beyond the basketball court.
Subscribe to Premium and get the full Brandstrat Experience 🏆
In addition to the free newsletter, you will also get:
✅ Subscriber-only posts
✅ Access the full Premium archive
✅ Post comments and join the community
Independent writing is a big time commitment on top of my day job, so any support is hugely appreciated. For a small contribution, you’ll make a huge difference in me maintaining this newsletter. Psst… It can be a tax write-off too ;)
For both Off-White and the New York Liberty, this partnership comes at a pivotal time. The WNBA has been on a meteoric rise, not just for its athleticism but also for its growing influence in the world of fashion and culture. This year has been especially significant, with players becoming front-and-centre in major fashion moments. Just earlier this year, Caitlin Clark, a star from Indiana Fever, made headlines when she arrived at the draft donning a pink Prada ensemble. Days later, Chicago Sky’s Angel Reese graced the Met Gala—a nod to the league’s rising status in the fashion world.
Other major brands have already taken notice, with companies like Skims, New Balance, and Glossier inking deals with WNBA players. However, the Liberty has been particularly proactive in this space. From their 2024 capsule collection with M.M.LaFleur to their mascot sporting a Telfar x Ugg bag, the team is fully embracing the intersection of sport and style.
Keia Clarke, CEO of the New York Liberty, acknowledges the importance of this growing relationship between basketball and fashion. “The WNBA players have become style icons in ways we hadn’t seen before,” Clarke said. “The fusion of fashion and sport presents a unique opportunity for teams like ours to connect with new audiences and take the sport to new heights.”
What This Partnership Means for Women’s Basketball
This collaboration isn’t just about pushing boundaries in the fashion world—it’s a bold move that helps elevate women’s basketball on a broader cultural stage. Here’s how the partnership benefits the New York Liberty and the WNBA:
Expanding Reach Beyond Sports: By partnering with a globally recognized luxury brand like Off-White, the Liberty are exposing themselves to an entirely new audience. The world of high fashion attracts individuals who may not traditionally follow basketball, creating an opportunity for the team to engage with new fans who are more rooted in lifestyle and culture than in sport.
Establishing Players as Cultural Icons: WNBA players are already becoming known as fashion-forward athletes, and this partnership only amplifies that. Liberty players will now be associated with Off-White’s avant-garde designs, positioning them not just as athletes but as influential figures in the fashion world. This allows them to transcend the court and be viewed as cultural influencers in their own right.
Increasing Visibility and Marketability: Tying the team to a high-end brand helps increase their marketability in global spaces. Major fashion moments, like the debut of the varsity jacket at Barclays Center, serve as headline-grabbing events that put the team in the spotlight. This increased visibility makes the team more attractive to future sponsors and partners.
Bridging Fashion and Basketball for Social Impact: The partnership promises to go beyond clothing, offering initiatives tied to significant cultural events such as Women’s History Month, Black History Month, and Pride. This socially conscious approach appeals to younger generations who value authenticity and brands that stand for something bigger. By aligning themselves with these causes, the Liberty will deepen their connection with socially-conscious fans and communities.
Bringing Women’s Basketball into Luxury Fashion: Historically, basketball partnerships with fashion brands have been more common in men’s sports. By centering women athletes, this collaboration highlights that women’s basketball can have just as much—if not more—cultural influence. It’s a game-changing move that firmly places the WNBA in the luxury fashion arena.
Off-White’s Evolution
For Off-White, this collaboration further cements its deepening roots in American culture. Fresh off the brand’s first New York Fashion Week show under Ib Kamara’s leadership, the fashion house is making a concerted effort to honour its late founder, Virgil Abloh’s, vision of embedding the brand in the broader cultural landscape of the U.S. basketball scene.
The Brooklyn-based show, held on the courts of Brooklyn Bridge Park, brought together a host of sporting icons, including WNBA star Paige Bueckers and tennis champion Frances Tiafoe, along with former basketball legends John Amaechi and Sheryl Swoopes.
Kamara is determined to uphold Abloh’s legacy while making his own mark. “Virgil always had a vision of connecting Off-White with the cultural heart of New York. It’s exciting to bring that vision to life through the WNBA,” Kamara explained.
An Important Cultural Shift
In the grander scheme, Off-White’s partnership with a women’s basketball team is a significant milestone. It reflects a broader cultural shift where women’s sports, particularly the WNBA, are taking centre stage—not just on the court but in arenas traditionally dominated by men, such as high fashion.
Off-White’s CEO, Fagnani, put it best: “The New York Liberty is a team that demands attention, and Off-White is proud to be part of their journey. Sports are changing, and women are leading the charge.”
The collaboration signals not just a style evolution but a cultural one, proving that the worlds of fashion, sport, and social change are more interconnected than ever.
Thanks for reading, David Skilling
Get featured in Brandstrat
Brandstrat has a passionate audience who like to sit at the intersection of fashion, culture, and sport. We have advertising options available to brands and businesses who want to reach them.
Also, if you’re a fashion or sport-related business requiring writing services to grow and engage an audience, feel free to reach out.