How Nets Unite turns Barclays Center into a reflection of Brooklyn

BROOKLYN — Ellie the Elephant is blowing kisses, working the crowd inside Barclays Center, and fans are chanting her name so loudly you’d think you were at a New York Liberty WNBA game, not watching the Brooklyn Nets take on the Oklahoma City Thunder.

As the NBA continues experimenting with creative ways to get fans in seats, the Nets’ secret weapon on this Wednesday night wasn’t a giveaway or halftime stunt. It was their sister team’s beloved mascot making a special appearance in honor of International Women’s Month.

Ellie’s cameo was one of several activations during the Brooklyn Nets’ Women’s Impact Night, part of the organization’s broader Nets Unite platform.

“Nets Unite is our platform that celebrates the rich culture, heritage and diversity of Brooklyn,” Jackie Wilson, senior vice president of social impact at Brooklyn Sports & Entertainment, told Andscape. “The goal is to make sure every resident of Brooklyn sees themselves in our programming, our people and our initiatives.”

Wilson said Nets Unite connects the team’s community-themed nights throughout the season — from Black History Month and AAPI Heritage Games to Pride, each designed to spotlight what makes Brooklyn unique.

For the Nets, the goal isn’t just themed entertainment but to make Barclays Center feel like an extension of the borough itself rather than a generic NBA stop.

Just two weeks earlier, the Nets hosted a West Indian–themed night with stilt walkers and Caribbean dancers roaming the concourse. The arena’s food offerings also reflected the theme, with jerk-inspired menu options added for the game. Next week, the team will host an HBCU-themed night.

“We’re telling the story not only through basketball, but through fashion, dance and food,” Wilson said. “With Women’s Impact Night, we’re celebrating the women of Brooklyn, the women in our organization, and shining a big light on our sister organization, the New York Liberty.”

One of the night’s most striking moments came when arena screens scrolled the names of women across the organization — from front-office staff to basketball operations — reinforcing that the celebration extended beyond the court.

The concourse buzzed with music from Support Women DJs, a New York City–based platform empowering women DJs. Tracks from Brooklyn rap icons Foxy Brown, Lil’ Kim and MC Lyte blared through the speakers, giving the night an unmistakably local soundtrack.

At halftime, Brooklyn-born artist Bayli performed alongside DJ Ria, an arena host and the New York Liberty’s DJ. Wilson said that tying those elements together was intentional, ensuring that Nets Unite uplifted not only women within the organization but also women across Brooklyn.

That emphasis on representation is why Nets Unite has leaned into local creators like Kari Cruz, whose work bridges fashion, sport and Brooklyn identity.

Cruz, a New York–born, Brooklyn-based designer, created the arena artwork and the night’s exclusive merchandise. Though she first collaborated with the Nets during Women’s Impact Night in 2023, this marked the first true crossover between the Nets and the Liberty, where their team colors were integrated.

“The whole goal was to select an independent designer who is proudly from New York and could represent women, sports and design,” Cruz told Andscape. “That’s always been my credo.”

Since then, Cruz’s relationship with the organization has grown. She went on to design for the Liberty and later collaborated with Gotham FC in 2024. Women’s Impact Night marked her third project with the group.

“I’m honored to represent New York women who may not have the biggest following but are making a real impact locally,” Cruz said.

For a project this large, Cruz said she starts with what she knows best: herself.

“I try to navigate symbols and ideas that feel like the best representation of me,” she said. “If I had to name my favorite color, it would be confetti or glitter. I wanted to insert myself into it — without it feeling selfish.”

Her designs balanced the celebration of women and sports equally, blending the Nets and Liberty color palettes and logos. The most eye-catching detail was a basketball net reimagined as a diamond lattice.

“I wanted the diamond to represent women’s strength,” Cruz explained. “Diamonds form under pressure, which feels emblematic of our journey. And I made the basketball a disco ball because this was meant to feel festive — a celebration.”

Fans browsed gear featuring illustrations of Cruz’s hand, symbolizing its handcrafted roots. On the court, Nets players nodded to the Liberty with seafoam green accessories — arm sleeves, socks and accents woven into their game-night looks.

And the crossover didn’t stop there.

The Brooklyn Nets’ dance team, the Brooklynettes, performed alongside the New York Liberty’s Timeless Torches, whose members range in age from 40 to 89.

“Women rule the world,” said Phyllis Spencer, a 61-year-old Torch member from the Bronx. “We’re powerful. We’re full of strength and pride. And we’re doing the damn thing.”

Spencer said she could feel the crowd’s energy during the performance.

“We’re dancing, moving and grooving, making sure the crowd feels it,” she said. “So come to New York, come to Brooklyn, and enjoy the energy.”

Ellie remained in the mix throughout the performance, strolling the sideline and interacting with fans. One of her four outfit changes paid tribute to Cruz’s artwork: a black velvet suit embellished with crystals, oversized hoop earrings and seafoam green nails to match her suitcase. After flipping her long braided ponytail, Ellie darted back toward the stands.

“However people come to Barclays Center is fine,” a Nets Unite spokesperson told Andscape. “They might come for the basketball. They might come for Ellie. But it’s that community vibe that keeps them coming back.”

As fans filtered out of Barclays Center — some in Cruz’s merch, others lingering for one last photo with Ellie — the night felt less like a promotion and more like a reflection.

For Wilson, that sense of belonging is the point.

“Whether you’re a longtime Nets fan or someone who came to celebrate women’s impact,” she said, “the idea is that everyone feels like this space belongs to them.”

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