The WNBA experienced an unprecedented surge in merchandise sales on Thursday after Phoenix Mercury guard Sophie Cunningham unveiled a limited-edition collaboration with fast-food chain Arby’s.

The shirt, featuring Cunningham’s signature swagger and Arby’s iconic “We Have the Meats” slogan, sold a staggering 800,000 units in its first 24 hours, crashing the WNBA’s online store and sparking a frenzy that has left fans, players, and executives reeling.

The unexpected success has been hailed as a watershed moment for the league’s marketing prowess but has also exposed logistical challenges in handling such rapid demand.

The partnership, announced via Cunningham’s social media channels, was designed as a playful nod to her personality and Arby’s tongue-in-cheek branding.

The shirt, priced at $34.99, features a graphic of Cunningham mid-dunk with a roast beef sandwich in hand, alongside the tagline “We Have the Swag.” Cunningham, known for her unapologetic style and social media savvy, called the collaboration “a dream come true.”

“Arby’s gets me,” she said. “They’re bold, a little weird, and unafraid to stand out—just like me.” The campaign includes a donation component, with $5 from each sale going to Cunningham’s youth basketball initiative, further fueling its appeal.

The sales figures shattered all expectations, with the WNBA’s e-commerce platform experiencing server crashes within minutes of the launch. By 9 a.m. ET, the shirt had sold out in all sizes, prompting Arby’s to announce an emergency restock and expand production.

“We’ve never seen anything like it,” said Arby’s marketing director Lisa Chen. “Sophie’s connection with her fans is undeniable. This is a testament to her power as a brand.” The surge in traffic also boosted visibility for the WNBA, with the league’s website attracting 2.1 million visitors—its highest single-day total ever.

The collaboration’s success has sparked a mix of celebration and chaos. While many fans praised the creative partnership and its charitable component, others expressed frustration over the website’s inability to handle the demand.

“I waited in a virtual line for three hours just to get a 404 error,” tweeted one disappointed customer. The WNBA has since apologized for the technical issues and offered a 20% discount to customers who missed out, though some argue the league should have been better prepared. “This is what happens when you don’t invest in infrastructure,” said a league insider. “The demand was predictable.”

Cunningham’s teammates and rivals alike have reacted with a mix of admiration and humor. “Sophie’s always been a marketing genius,” said Mercury coach Vanessa Nygaard. “But even I didn’t expect this.” Las Vegas Aces star A’ja Wilson joked, “I need to get in touch with Arby’s.

Maybe I can sell 800,000 shirts too.” The moment has also inspired other WNBA players to pursue non-traditional endorsements, with sources indicating that multiple brands have reached out to agents in the wake of Cunningham’s success.

The financial implications are significant for both Cunningham and the WNBA. While the exact terms of her deal with Arby’s remain confidential, sources estimate she could earn upward of $1.2 million from the shirt sales alone, a life-changing sum in a league where the maximum salary is $232,000.

For the WNBA, the windfall could provide a blueprint for future merchandise strategies, though it also highlights the need for better infrastructure to capitalize on such opportunities. “This is a wake-up call,” said Commissioner Cathy Engelbert. “We need to be ready for moments like this.”

The collaboration has also reignited debates about athlete branding in women’s sports. Cunningham, who has built a personal brand around authenticity and relatability, has become a case study in leveraging personality to drive revenue.

“Sophie isn’t just an athlete—she’s a movement,” said sports marketing expert Darren Heitner. “This isn’t just about selling shirts; it’s about building a community.”

Critics, however, argue that the league’s reliance on individual stars for revenue growth can create instability. “One viral moment doesn’t fix systemic issues,” said former WNBA player and analyst Swin Cash. “The WNBA needs to ensure all players benefit from these opportunities.”

The broader cultural impact of the collaboration is undeniable. The shirt has become a symbol of women’s sports’ growing clout, with fans wearing it to games across the league and celebrities like Billie Eilish and Zendaya spotted in the design.

Social media has turned it into a meme phenomenon, with users photoshopping the shirt onto historical figures and fictional characters. The hashtag #MeatSquad trended globally, amassing over 50 million impressions in 24 hours.

For Cunningham, the moment is both a triumph and a test. While she’s basking in the success, she’s also aware of the pressure to sustain it. “This is just the beginning,” she said. “I want to keep pushing boundaries and showing people what’s possible.” Arby’s has already hinted at future collaborations, including a rumored “Sophie’s Slam” sandwich tied to her charity work.

The WNBA, meanwhile, is scrambling to capitalize on the momentum. The league has fast-tracked plans to revamp its merchandise platform and explore partnerships with other brands. “We’re in conversations with several companies who want to replicate this success,” Engelbert said. “Sophie’s shown us what’s possible when you think outside the box.”

As the dust settles, the collaboration serves as a reminder of the power of creativity and authenticity in sports marketing. Sophie Cunningham’s Arby’s shirt didn’t just break sales records—it broke barriers, proving that women’s basketball can command mainstream attention and commercial success.

Whether the WNBA can harness this energy long-term remains to be seen, but one thing is certain: the league will never look at merchandise—or its stars—the same way again.

In the end, this is more than a t-shirt. It’s a statement about the potential of women’s sports to captivate audiences, challenge norms, and thrive in the spotlight. For Sophie Cunningham, it’s a career-defining moment. For the WNBA, it’s a wake-up call and an opportunity. And for fans, it’s a reminder that sometimes, the most unexpected collaborations create the biggest impact.