Away, the luggage manufacturer, is partnering with New York Liberty, one of the WNBA’s top teams.
In a multiyear partnership, Away has become the official luggage partner of the team, a first-of-its-kind collaboration, launching ahead of its season opener at Barclays Center on Saturday.
New York Liberty was recently cited as “Fast Company Most Innovative Companies of 2025” in a year of surging interest in women’s sports.
With more than 10 million Liberty fans in the U.S. — and an estimated 4.9 million of those planning to travel in the next six months — this partnership reflects the overlap between Away’s customer base and the Liberty’s fast-growing nationwide community.
“At Away, we’ve always believed in the powerful intersection of travel and sport, and we’ve proudly supported that space for years,” said Jessica Schinazi, chief executive officer of Away. “From working with world-class athletes like Serena Williams and Dwyane Wade, to sponsoring the Wildcard entry at the F1 Academy race in Abu Dhabi this past December, we’ve remained committed to championing athletes and the journeys they take both on and off the field. Partnering with the New York Liberty is a natural continuation of that legacy and a meaningful way to support the players, fans and the broader movement driving women’s sports forward.”
Keia Clarke, CEO of New York Liberty, added, “Expanding our work with like-minded partners is a key priority for the New York Liberty, allowing us to reach new audiences and engage with fans in fresh, meaningful ways, and we are thrilled to partner with Away to promote travel experiences that inspire our fans to explore the world. Away is a brand that truly resonates with our fan base — stylish, bold and always on the move — and our brands share a strong cultural alignment as disruptors and innovators in our respective fields.”
The partnership will include a multifaceted campaign beginning with Liberty players and staff traveling with Away luggage throughout the season, and extending into limited-edition product drops and opportunities for fans to engage with the collaboration. To celebrate the 2025 season opener on Saturday, Away is offering a complimentary co-branded Away x New York Liberty luggage tag to fans who visit their New York City stores in NoHo or Williamsburg wearing New York Liberty gear while supplies last.
At Barclays Center, the partnership spans sweepstakes and giveaways. Highlights include the introduction of the “While You Were Away,” in-game feature, where select fans will have the chance to win a custom-branded travel set from Away, along with a separate sweepstakes where two fans will win tickets to a Liberty away game, along with flight tickets, a hotel stay and Away luggage.
Digital, out-of-home and courtside LED signage media will amplify the campaign.
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