NEW YORK—Sunglass Hut and the 2024 WNBA Champion New York Liberty have announced that Sunglass Hut has been named the official sunglass partner of the New York Liberty, beginning with the 2026 WNBA season. Marking Sunglass Hut’s first official sports partnership, this collaboration with the women’s basketball team “underscores the continued cultural influence of the Liberty and the momentum of women’s sports,” the announcement said. Launching in June on SunglassHut.com and in select New York City stores, the partnership will feature Liberty’s mascot, Ellie the Elephant’s Picks, alongside favorites from the team, what the brands said is a “true invitation to own your moment, combining style with confidence and playfulness” while celebrating “bold and expressive style, which blends sport and fashion through colorful frames and distinctive shapes.”
“At Sunglass Hut, we believe style is a powerful form of self-expression, and women’s sports are shaping culture in bold and inspiring ways,” said Onur Koksal, president and general manager, Sunglass Hut North America. “Partnering with the New York Liberty is the perfect collaboration to reflect our commitment to celebrating individuality and confidence, on and off the court. We’re excited to empower fans to own their moment and express their style wherever the game takes them.”
Throughout the 2026 season, Sunglass Hut will also engage Liberty fans through integrated retail experiences, in-store activations, limited drops and digital storytelling. At Barclays Center, the Liberty’s home arena, the partnership will come to life through in-arena integration and fan-facing moments that reflect the high-energy atmosphere the Liberty have cultivated, the announcement said.
“Women’s sports are driving culture in powerful ways, and the New York Liberty are proud to be at the forefront of that momentum,” said Keia Clarke, chief executive officer, New York Liberty. “Sunglass Hut choosing the Liberty for its first sports partnership speaks to the strength of our brand and the impact of our players and fans. This collaboration allows us to create experiences that connect sport, style, and community while continuing to elevate women’s basketball.”
As one of the WNBA’s original franchises heading into its 30th anniversary, the New York Liberty has become a defining force at the intersection of sport and culture in New York, the announcement said. Leaders on and off the court, the Liberty continue to shape conversations around women’s sports, leadership and identity while expanding their presence across fashion, entertainment and community.
In making the announcement, Sunglass Hut and the Liberty said the partnership reflects the shared values of both organizations and a collective vision to elevate women’s sports through style and storytelling. “Rooted in confidence, individuality, and self-expression, the collaboration comes at a time when women’s basketball is experiencing unprecedented cultural momentum,” the announcement said. “From tunnel walks emerging as fashion moments to athletes redefining visibility and influence, sport continues to shape style and identity. Through storytelling and integrated retail experiences, the Liberty and Sunglass Hut will empower fans to express themselves boldly on game day and beyond.”
Founded in 1971, Sunglass Hut has grown from a family-run kiosk in Miami to a global eyewear retailer with more than 2,500 stores worldwide. Through its “Own Your Moment” campaign, the brand said it celebrates sunglasses as symbols of individuality, empowerment and community.
The Liberty return to Barclays Center for the 2026 season this spring. For tickets and additional information, visit nyliberty.com.