When the Knicks won Game 4 of the NBA Finals on Wednesday, I immediately turned to my husband and screamed, "IT WORKED!"

I didn't mean OG Anunoby's miraculous tip-in that clinched the Knicks' third win of the series. I was, of course, referring to Jordyn Woods' purse.

Woods, who's engaged to Knicks player Karl-Anthony Towns, rarely misses a game. Lately, the $125 tux clutch mini from her Woods by Jordyn brand has also become a staple in the stands.

The bag made its first post-season appearance on April 18, when the Knicks beat the Atlanta Hawks in their first playoff game of 2026. Like any dedicated sports fan, Woods knew she couldn't mess with a winning formula. The bag has been a near constant in her game-day attire ever since, bouncing at her side through a 13-game winning streak.

Then, fashion tragedy struck. A no-bag policy at Madison Square Garden due to Donald Trump's attendance kept Woods from bringing the bag to Game 3 on Monday. The Spurs won, the Knicks' streak ended, and questions about whether the bag had something to do with it naturally followed.

People flooded Woods' social media pages with comments begging her to bring it to Game 4. She obliged, and the Knicks pulled off the biggest comeback in NBA Finals history to beat the Spurs 107-106 on Wednesday. The bag's power is undeniable to me now and, judging by Woods' comment section, to thousands of other Knicks fans.

Whether you believe in superstition or not, though, it's easy to see that Woods' decision to tie her clutch to the Knicks' success was a savvy business move.

A marketing play

Woods launched her brand in January 2023, selling shoes, jackets, jewelry, and, of course, handbags. It's not unusual for her to wear items from the line courtside, but her tux clutch mini is unique in that it seems designed specifically to appeal to Knicks fans.

Since she first toted the bag in April, Woods has been balancing natural excitement for the team with the messaging of her own branding when it comes to her clutch.

Woods initially voiced her superstition about the bag in a get-ready-with-me video on May 7. By the time Woods by Jordyn released the bag in the colors "Summer Citrus" and "212 Blue" on May 19, fans were already aware of its Knicks-related lore. The brand leaned into the superstition, using phrases like "Are you ready to get lucky?" in ads for the clutch.

Woods also didn't let Madison Square Garden's bag ban stop her from promoting her products, announcing on Monday that Woods by Jordyn created a shoe made from the same material, which she wore in the bag's place (to less effective results). The brand promoted the shoes as a way to "double the luck," further incentivizing Knicks fans to invest in Woods' line.

Now that the bag is allowed back into MSG, the brand is keeping the momentum going with a "lucky giveaway" of one of the "Summer Citrus" models.

The strategy appears to be working. Data from Similarweb, a digital market intelligence company, shows visits to the Woods by Jordyn website increased steadily from April to May during the playoffs. Average daily traffic in June is up 75% so far compared to May, though it's too early to tell if that will last for the rest of the month.

On Thursday, Woods by Jordyn also posted on its Instagram story that it was "overwhelmed with gratitude for all the love and support" it received for "Jordyn's lucky bag." It expressed appreciation for buyers' patience as preorders for the bag are scheduled, indicating sales are going strong. However, the brand declined to share any data when contacted by Business Insider.

Beth Goldstein, a Circana fashion analyst specializing in accessories, told Business Insider that Woods' handbag connects with buyers because of its "emotional storytelling."

"Handbags are deeply tied to identity and personal narrative, so positioning the bag as part of a winning ritual can really resonate with fans, especially since her line is fairly accessible price-point-wise," she said. "From a marketing perspective, aligning the brand with the Knicks taps into a passionate, highly engaged audience and gives the product cultural relevance in real time."

Still, Goldstein advised Woods to be cautious about making her brand feel too connected to the Knicks.

"If the product becomes too narrowly tied to a single team or moment, it can risk limiting broader appeal, particularly among consumers outside that fan base," she said. "But the link between sports and fashion is stronger than ever, so I think there will be runway for the brand to evolve."