Jordan Women’s New Collective Is Celebrating Black and Brown Innovators
Photo: Dana Scruggs for Jordan Brand
Legacies are built, not bought.
As Black and Brown women, it’s been a long journey to get where we are today in sneakers. Over the last few years, we’ve seen much growth in the sneaker space when it comes to highlighting our communities and recognizing rich heritage that has provided so much inspiration to the elevation of this culture. But, Jordan Brand – and more specifically, Jordan Women’s – has stood apart as a company dedicated to getting it right. From the reign of Aleali May to a wave of apparel x kicks specifically designed with her in mind, Jordan Women’s has met many of the expectations so many of us were crying out for – and now, they’re elevating them with something more substantial.
Jordan Women’s is continuing to build and redefine its legacy with the unveiling of its Global Women’s Collective. Rooted in uplifting Black and Brown trailblazers, the Collective consists of 29 women from 5 key cities around the world. From Los Angeles, Chicago, New York, London and Paris, the Collective is differentiating itself by planting seeds for building lasting relationships as opposed to an oft-expected performative product pitch. Instead of a Collective moonlighting as a product-push leveraging cultural-capital, the Women’s Collective is Jordan’s statement of intent to pour into spaces that have been traditionally taken from and instead provide long-term commitment to investing in our roots.
Over the next six-months, Collective participants will create and undergo an engaging programming mix (including retreats, dinners, events, panels and more) that remove the shiny veneer of sneaker culture and, instead, return to the ethos of what the Jumpman stands for: exemplifying the best of what Basketball culture has to offer – communication, teamwork, and a dedication to something bigger than ourselves.
“The energy was powerful, and I’ve never been in a space where a brand brought together a group of women for an actual purpose.”
- Monica Kran, LA Collective Member
In addition to Collective-building fêtes, Members of each cohort are provided with grants so they can create activations defined by their own visions and designed to impact the communities and industries they directly serve. At the end of the six-months, Jordan will continue to build with each lady selected and the women involved will help select new members to join their sisterhood, thus creating a network and a refreshing reminder that there’s room for everyone to flourish.
While this is just the beginning of the Collective and its growth as a major Jordan Brand initiative, it’s safe to say that the Jordan Women’s Collective is holding space, making change, building better, and really honoring women - on and off the court.
For more information on the Collective, stay tuned to CNK as we continue to follow this amazing Jordan Women’s initiative.