The thing that struck me most about the Knicks Finals run this week wasn't the basketball. It was who kept showing up.
Every night seemed to produce another courtside photo that took over the internet. Hailey Bieber. Kylie Jenner. Jordyn Woods. Claudia Sulewski. Timothée Chalamet somehow became the unofficial face of Knicks fandom. The games stopped feeling like sporting events and started feeling like cultural events. The Knicks weren't just winning games. They had become the center of gravity for fashion, entertainment, celebrity, and culture. The obvious explanation was that people were showing up because the Knicks were winning and the audience was 40% women.
Laney Crowell, Founder of Saie
Earlier this year, one woman, Laney Crowell, founder of Saie inked a deal to become the only sponsor in MSG advertising to women and I sat down with her to learn how it all happened. This is an exclusive for our paid subscribers before the full conversation get’s released this Wednesday.
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