Project description
The New York Liberty and TENz partnered for Pride Night to deliver a mini history lesson on the cultural power of the hand fan. Centered on themes of queer culture, chosen family, and celebration, the night became an unforgettable moment for both the community and the league. The New York Liberty vs. Phoenix Mercury game packed the arena with a near sell-out crowd of 17,515 fans, presented by LYFT.
TENz founder Sailey Williams took the court as Guest Host and Cultural Analyst, with Nike supplying fresh kicks for his courtside catwalk. Pride Night also featured a special halftime performance by social media sensation and mascot Big Ellie, better known as “Ellie Gaga,” turning the arena into a queer joy arena with more than 6,000 clacking fans. TENz’s history lesson and live clacking tutorial transformed the hand fan into the must-have accessory of the night, echoing throughout the stands with pride and style.
SWM and TENz invited key influencers to VIP seating and consulted on snackable social media content including GRWM moments and recap posts.
Gen Y and Gen Z audiences embrace experiences that break away from traditional approaches, and TENz’s mix of demographic intersectionality, niche cultural expertise, New York-rooted community ties, and event-driven storytelling aligned perfectly with NY Liberty’s Pride Night goals.