When the New York Liberty reached the Finals, Nike saw an opportunity to root the win in something bigger than basketball. The city had not celebrated a basketball title in over fifty years, so we set out to create one singular image powerful enough for all of NYC to rally behind. Seconds after the Liberty clinched, we revealed it live on TV: Lady Liberty’s torch hand turning to show a championship ring gleaming against the skyline. A visual designed to be a rallying cry. The image lit up the Brooklyn Bridge, filled Times Square, and was carried through the championship parade. It became the highest-selling WNBA championship t-shirt in history. Coverage spread through ESPN, Complex, and Sports Illustrated. Social feeds erupted, amplified by athletes, celebrities, and the official Barbie account. In total, the campaign drove more than 38 million impressions on Nike’s channels alone. We set out to create a rallying cry for New York. After fifty years, the city finally had its moment.