A New adidas Original: The Prophere

Kirsten Chen – Tell me about building Jordan Brand’s roster of WNBA athletes.

Jasmine Jordan – Our roster embodies women who excel on the court, but who also embody cultural relevancy and are relatable to our consumer. It takes scouting and watching to understand who’s the dog on the team. The soft-spoken assassin. The one who will push the boundaries of fashion. When you see their game, it speaks for them. Then, we research on the ground by talking to coaches, teammates, family members, high school and elementary school coaches. It’s about timing, and ensuring that the athlete embodies the Brand’s values –– both on and off the court –– and also resonates with our vision as we continue to grow.

KC – Are there specific moments that inform your approach?

JJ – I love seeing athletes interact in team huddles and at their highest moments, but I’m also interested in their low points. How do you act when you get hurt and can’t come back? Those moments show who they really are.

KC – Have you noticed any changes from when you studied Sports Management at Syracuse University to now?

JJ – It wasn’t praised like it is now. At Syracuse, I dated a women’s basketball player, and even then, she was saying, “We don’t get enough support.” I ended up marrying my husband, who played for the NBA, and I’ve worked for the Charlotte Hornets, so I’ve seen both sides of the sport. People would ask, “Why do you want to work for the W?” I’m like, “Why wouldn’t you?” I want to be around basketball as much as possible. Now, the WNBA is a hot topic. We’re talking about viewership, support, and equality, and how we can be the bridge between sport and culture. It’s an exciting opportunity, but I also want to ensure that when the conversations fade, the actions are still there.

KC – How does the W expand our perception of what it means to be a woman? 

JJ – The W is one of the few leagues that understands that there’s more athletes than performing on the court. At the end of the day, they are women, they are humans. The W is not afraid to be the catalyst for conversation, or to say, “here are things we should be talking about” when taking a stance, or when I’m wearing my “FREE B.G.” shirt. They know their worth, their value, their voices. I love that they’re constantly understanding and utilitzing their platform. Not only for themselves, but for every woman.

KC – As the WNBA grows, what other areas of culture could the league intersect with?

JJ – It’s leaning on our brotherhood sports, like partnering more with the NBA. That way, there’s brother-sisterhood camaraderie across the board. We see it organically by players showing up at games or wearing jerseys in tunnel walks to not only support, but elevate it, because it’s an extension of basketball. You can’t love the game without appreciating both. 

KC – Do you know what legacy you want to leave behind with the W?

JJ – I low when our campaigns come to life, and [athletes] talk about how appreciative they are to be heard and seen by a brand as high magnitude as Jordan. We take that on humbly. As long as our athletes view my legacy as, “Jasmine and the Brand supported me every step of the way,” then I’m complete. I want my athletes to feel appreciated and valued. If I can push for that, then that’s what I’m going to do.

KC – Thinking about the future, are there any qualities that will shape the next generation?

JJ – With each generation, the game evolves, but [we] must ensure that players stay hardworking and unapologetically true to their game. Of course they are going to consistently prove themselves, challenge bets, fight for spots, but I want this next generation to also understand their greatness and power, and say, “Listen, I deserve to be here.”