Bringing In Over $5 Billion A Year For Michael Jordan’s Brand, Daughter Jasmine Leads Charge For Historic WNBA Move

Thanks to the emergence of Michael Jordan, his Jordan Brand did exceptionally well as soon as the first shoe was created. Almost 40 years after its birth, the brand is bringing in $5.1 billion in revenue each year. The Chicago Bulls legend has been the face of the brand since 1984. His daughter, Jasmine Jordan, is trying to follow in her father’s footsteps by making a significant impact on the brand in the WNBA. Following the recent Jordan-WNBA collaboration, Jasmine is one step closer emulating the success of her father.

Studying sports management at Syracuse University, Jasmine Jordan kickstarted her career as a coordinator of basketball operations for the Charlotte Hornets. The 30-year-old now works as a field representative at the Jordan Brand. In what seems to be her first big move for the company, Jasmine is partly responsible for the recent Jordan-WNBA partnership.

Jordan Brand’s collaboration with WNBA

For the first time, at the 19^th WNBA All-Star Game, the Jordan Brand’s logo will appear on the jerseys. According to the brand, this deal displays its commitment to the women’s game. Nick DePaula tweeted the details about the same partnership, and Jasmine Jordan reshared an Instagram story with the same tweet. Take a look at the screenshot of Jordan’s Instagram story on tragicpatek’s tweet:

Jasmine Jordan posts WNBA collab with Jordan Brand pic.twitter.com/F01Dw3GHKp

— tragicpatek (@tragicpatek) July 13, 2023

This isn’t the first time the brand has associated itself with women’s basketball this year. Five-star basketball prospect Kiyomi McMiller signed a historic NIL deal with Jordan Brand in February. Only a few months later, the brand announced the signing of Rhyne Howard, Isabelle Harrison, and Dana Evans. These athletes are merely a few high-profile stars that Jasmine represents.

Even though she’s a field representative at the Jordan Brand, at a very young age, Jasmine tried her hand at designing a few shoes for the company.

Michael Jordan would send Jasmine’s sketches to the brand

As a kid, Jasmine would draw up a few sketches of possible show designs. As per her request, His Airness would oblige by sending her drawings to the company. However, her dreams of being a shoe designer would soon shatter after Jasmine took a look at the “ugly” prototypes. Take a look at what Michael Jordan’s only daughter with Juanita Vanoy had to say on the BIRTH QUEEN’s podcast:

“I literally would like create sketches and then give them to my dad. I’m like ‘send them in, send them in, I wanna see what they think’. They were sweet, they made prototypes of things that I drew up and I was ‘this is so ugly, please don’t produce this’.”

Even though she was unable to contribute with designs, her impact on the brand is inarguably a huge one.