Was Jordyn Woods’ Orange Bag the Key to the Knicks’ Championship Win?
What started as a courtside superstition during the New York Knicks’ NBA Finals run has evolved into an unexpected marketing success for entrepreneur and influencer Jordyn Woods.
Woods, fiancée of Knicks star Karl-Anthony Towns, has attracted widespread attention for carrying a bright orange clutch from her fashion label, Woods by Jordyn, to playoff games. The accessory — a $125 Tux Clutch Mini in a citrus-orange colorway — has become intertwined with a fan-driven narrative that it brings good luck to the Knicks… and honestly, there might be some truth to the superstition.
The phenomenon gained momentum after Woods repeatedly appeared courtside with the bag during Knicks victories. The influencer would often post “get ready with me” TikToks where she styled the clutch before each game. To her credit, the Knicks have been on a historic run during the finals, besting the San Antonio Spurs two games in a row. But things took a turn after President Donald Trump’s appearance during Game 3 resulted in a no-bag policy for everyone in attendance.
….That became the first and only Finals loss by the Knicks so far.
Fans quickly connected the team’s loss to the bag’s absence, but Woods brought out the orange bag for Game 4, only intensifying the storyline after the Knicks rallied for a dramatic victory at Madison Square Garden.
While sports superstitions are nothing new, branding experts say Woods has benefited from a rare convergence of celebrity visibility, social media engagement and product placement.
Business Insider described the accessory as more than a lucky charm, arguing that the attention surrounding the bag represents a savvy business move for Woods’ growing fashion brand. The clutch has become a recurring highlight in game broadcasts, social media posts and fan discussions during one of the NBA’s most-watched events.
The exposure even extended beyond regular sports audiences. Fashion publications, including Marie Claire and Vogue, highlighted the bag as a defining piece of Woods’ playoff wardrobe and personal brand.
“I created a sample of the Tux Clutch Mini specifically for the playoffs,” Woods told Vogue of her good luck charm. “I wore it for Game 1 during one of my TikTok GRWMs, and ever since then, we’ve kept winning, so now it’s officially become the lucky bag.”
For Woods, the attention aligns with a broader strategy. She has spent years expanding her business portfolio through fashion, beauty and wellness ventures, while also using her social media influence to promote these brands.
The bag’s rise is just an extension of that. It also illustrates how modern celebrities can transform cultural moments into marketing opportunities. Unlike traditional advertising campaigns, the Knicks’ underdog storyline has captivated the world. Now, they’re on the brink of making history with their first Championship since 1979, and they might just need all the luck they can get!
Whether the orange clutch actually influences basketball outcomes remains up in the air. But from a business perspective, the accessory has already delivered a measurable victory: elevating Woods by Jordyn at a time when millions of basketball fans are paying attention.
As the Knicks won championship on Saturday (June 13), there’s no doubt that Woods would ever leave the bag at home again.
