Building a brand legacy takes years, dedication and skill. Preserving a legacy requires meticulous attention to detail, perseverance and foresight.
Jasmine Jordan has spent nearly a decade building her career from the bottom up while carrying on the Jordan legacy.
Although known as Michael Jordan and Juanita Vanoy’s daughter, Jordan is building a name for herself on the sidelines. Currently serving as a field representative at the Jordan Brand, she works with 13 WNBA athletes, including Aerial Powers, Dearica Hamby and Rhyne Howard. Expanding into the female athlete space, the Brand is now partnering with athletes outside the WNBA; the team recently signed Jess Sims, a Peloton instructor.
“Our consumers are keeping us honest,” Jordan states. “Our competitors are keeping us on our toes too respectfully. It’s a matter of, ‘Hey, you can’t just ride on the Jordan name forever.’ At the end of the day, he’s retired, and we’re entering the phase where these kids have never seen him play. So now, bringing them into the Brand and bringing them into the family is even harder. We knew the day was going to come. We’re starting to see it more and more, and so having the right athletes authenticate us is a huge piece of it.
We’re making those pivots and changes, and even when we’re signing our athletes, it’s not just basketball from the women’s lens. We just signed [Jess] Sims. Everyone was like, ‘How does this fit?’ When you think about it, she’s an athlete, no matter what. She’s showing up in spaces where we authentically are part of… So for us, it’s how else we can continue to evolve that and our roster. For women specifically, it will be one of the easiest but most exciting spaces to do it in.”