Being an heir to Michael Air Jordan is a great position to be in. As an heiress to the throne, Jasmine Jordan is a queen in her own right, and is building an empire under the Jordan Brand umbrella. 

Jasmine’s official title is Basketball Field Rep for Women’s Sport Marketing at JB. With a chief responsibility to grow the women’s presence at the brand that bears her last name, she sets out to scout the brightest that women’s sports has to offer. Fortunately, the implementation of NIL deals, the NCAA agreement passed in 2021 that allows for amateur athletes to profit off their name, image, and likeness, has allowed Jordan to build a relationship with younger athletes prior to them even reaching college. 

“It’s full-fledged, long-term relationships for us.” Jordan says in an interview with Footwear News. “Our approach to NIL has been focused on women.”

In fact, the inaugural NIL addition to the Jordan Brand roster was UCLA women’s basketball freshman sensation, Kiki Rice. In February 2021, UCLA signed a deal with Nike and Jordan Brand that paved the way for Rice to sign her groundbreaking deal with Jordan Brand a year later. 

Jordan expanded its team and cache in the NIL space by signing current high school basketball phenom, Kiyomi Mitchell, and will continue to build their roster of women as they navigate the new landscape of NIL.

“And when we do sign you, it’s because you want to be here, it’s because you understand it’s a two-way street. I want you to grind and work as hard as you possibly can,” says Jordan of their strategy behind acquiring athletes. “We make sure the athletes understand that this is an exciting partnership and we want you here because your values align with ours and we love your game, love who you are, but this is business.”

For Jasmine Jordan and Jordan Brand; business is booming! Check out more of the Footwear News article HERE.