Coach has now become a partner of the New York Liberty, one of the oldest teams within the Women’s National Basketball Association.
The Liberty is one of the league’s three original franchises and is currently prepping for its 30th season, which will kick off on Friday.
As reported, Coach is the official handbag partner of the WNBA, a deal that is now entering its second year.
The partnership with the Liberty will include an installment of Coach’s new conversation series, Coach Story Sessions, featuring key players from the the team, as well as a stop on the brand’s spring Tabby Tour. It will also feature a special #BookTok-inspired social series, the “Courtside Book Club,” with Liberty players — and the team’s mascot, Ellie the Elephant —selecting a reading list for each quarter of the season.
Additionally, the brand will continue its Courtside Five initiative at upcoming Liberty games and will highlight its Tabby bag in the team’s home arena at the Barclays Center throughout the season. Courtside Five is a marketing initiative launched by the brand and the league that spotlights influencers, models and Coach ambassadors when they attend games.
“At Coach, we champion a community of courageous individuals who are expanding the boundaries of self-expression. Our partnership with the New York Liberty and the WNBA is central to that vision — platforming women who are redefining the intersection of sport, style and culture,” said Joon Silverstein, chief marketing officer at Coach. “This collaboration reflects the kind of co-creation we value most: long-term partnerships that spark both cultural conversations and moments meaningful to Gen Z. We know that self-expression is unfolding across every facet of culture today, and sport is an essential part of that story.”
“Storytelling is at the heart of how we continue to grow the game, and this partnership with Coach allows us to tell the New York Liberty story in a truly meaningful way,” added Keia Clarke, chief executive officer of the New York Liberty. “As we enter our 30th season, we are proud of the culture, community and authenticity that define us as an original WNBA franchise. Like the Liberty, Coach was born in New York and has grown into a global brand, making this partnership a powerful opportunity to deepen our connection with fans and celebrate the stories that make this city and this franchise so special.”
