Vantage Point: Jasmine Jordan
In 2021, Jasmine signed the largest roster of WNBA athletes to any brand. She saw, selected, and built the future of athletes in this roster. In addition to being a mother, friend, and family member to many outside of her own bloodline, Jasmine is a woman who breaks down boundaries. She sees the future and pushes forward to shape it, regardless of the limitations that have previously occupied the often stifling space women have been offered in the sports industry. Anyone who is lucky enough to know her will attest to this. She continues to prove that female basketball players deserve to stand alone as athletes in their own right.
I got to know Jasmine during this year's All-Star weekend, and throughout this historic WNBA season. What first drew me to the League, and has kept me there since, was how it offered a unique, dynamic space for women to dunk on traditional ideas around the representation of sports icons. This year, I saw this in full force. Jasmine explained to me that she hand-selects athletes for the brand's roster, she isn't looking for players who only command the hardwood floor––she's looking for those who defy expectations on the court while creating impact off the court. Signing the largest group of WNBA players to rep the Jumpman is more than achieving elite basketball status, it's a game-changing investment in the strength of women. An overarching theme of sisterhood drives the WNBA, which is an inherent way that Jasmine bonds with her players. It comes easily to her as a mother, a daughter, and a truly outgoing woman who has spent her life inspired by the game and supporting its heroes, sung and unsung.
On an afternoon in New York, she spoke with me about the importance of providing players with a family unit of support, a vital way to hold space for each other while navigating the complexities of redefining the female identity in basketball. "You can say you're family, but at Jordan, we play no games," shares Jasmine, "I like knowing when Dearica Hamby's daughter is getting ready for back-to-school, or Kia Nurse gets a dog." With relationships powered by frequent texts, calls, and even Instagram DM's, Jasmine understands how to advocate for aspects of these women's lives that don't "stop because they play in the W." Jasmine's own life and experience allow her to identify with how these women balance family time and their rigorous dedication to changing the game. She also fulfills challenging, ongoing calls for equality and engagement, as well as more of-the-moment requests, such as the Jordan Brand's first activation at this year's WNBA All-Star Weekend.
In inviting these athletes into the Jordan family and incorporating them into the brand initiatives, Jasmine is publicly celebrating her athletes in real time, and amplifying the causes that they're fighting for. Reflecting on Chamique Holdsclaw, the first WNBA player that Jasmine discovered while growing up, she believes "the game had Hall of Famers from the jump. I don't think I knew, or we knew, how much we would appreciate them today." Throughout the league's 26th season, their collective legacy is still being written. And. the future, thanks to Jasmine, is getting brighter."
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."
