Jasmine Jordan On Running The Jordan Brand Empire & Leaving A Legacy Of Her Own
"As soon as I get back to Chicago, I'm definitely getting some Lou Malnati's Pizza or something," Jasmine Jordan confesses.
Currently quarantining from her home in Charlotte, North Carolina, the Chi-town native speaks of better days when the coronavirus no longer confines us to our couches. She's not complaining though. The newly-engaged mom is appreciating the trips that were traded in for some much-needed family time. "I could go for a deep-dish pizza right now."
OK, so maybe she craves just a little bit of normalcy.
But normal looks a little different for the daughter of a basketball legend. And though her life may seem predestined, Jordan is determined to build a legacy that lives beyond that of her father's accomplishments. After all, the apple doesn't fall far from the tree. She's a star in her own right.
DADDY’S LITTLE GIRL IS MORE THAN A PRINCESS.
Born and raised in the Windy City, she lived a life of both sunny skies and winter storms. Growing up in the lap of luxury afforded her a privileged life that she certainly doesn't deny, but her parents made sure that she was aware of life on the other side. Grandma's house on Wallace Street gave her a taste of the Southside talked about in headlines.
"[My mom] was like it's not about a scare tactic or anything like that, you just need to know how the world is around you," says Jordan, reminiscing on days of family visits where pops would play ball in the backyard with the neighborhood kids. "It felt like home. No matter what we did behind those gates, we knew we're still a part of this community. They made sure that we knew how life was around us so we never felt like we were in a bubble or sheltered, and never felt like we couldn't connect and relate to other people that look like us because of our economic backgrounds."
At Loyola Academy, a predominately white private school where wealth wasn't uncommon, Jordan was welcomed as the heiress to the throne. But she wanted to be known for something more than her pedigree. "My father is my father. He has his fame and he's built his empire and brand, but at the end of the day those are his accomplishments," she says. "Do I reap the benefits of it being his daughter? Absolutely. But I have no right to claim those things, and I never do because those are his accomplishments. I'm his daughter and I'm still going to make a name and do whatever I need to do so people can see me for me."
Courtesy of Jasmine Jordan
"My father is my father. He has his fame and he's built his empire and brand, but at the end of the day those are his accomplishments. Do I reap the benefits of it being his daughter? Absolutely. But I have no right to claim those things, and I never do because those are his accomplishments. I'm his daughter and I'm still going to make a name and do whatever I need to do so people can see me for me."
When she transitioned to public school during her junior year, however, titles and worldly treasures no longer held rank amongst her new group of friends. "They're not checking for my bank account. They're not checking for my last name. They're trying to see, all right, can you hang with us? You know, do you know how we go off? Do you know our background? And my thing is, I may not have grown up on the streets or anything like that, but I'm fully aware of it. I'm a well-rounded individual and that's critical."
Living in both worlds gave her the confidence to own her privilege and simultaneously embrace her people. While life at home was much different than the one at school, moving amongst her peers where she wasn't defined by who her parents were allowed her to become her own woman.
"We knew we were fortunate. We are blessed, but we aren't different. Once you remove those materials factors away then you realize that I'm just Jasmine. I'm just me."
SHE'S DADDY’S LITTLE GIRL BUT ALSO A GROWN A** WOMAN.
And as an executive of the Jordan Brand, the 27-year-old boss chick is helping to run an empire, working as the liaison between the Jordan Brand and its respective athletes. From ensuring the players get their footwear and apparel to ball in style to coordinating efforts for photoshoots and media appearances, Jordan often takes on the role of a mama bear protecting her young, many of which aren't too far off in age.
"Being their representative and making sure that they are representing the brand as well, I'm going to be super protective about them and make sure they're comfortable and make sure that they're being heard in different settings," she says. "I just want to make sure that my athletes and whoever I'm working with or having meetings with are comfortable in that setting as we get the job done, and whatever that entails. [I want to] make sure we execute at the highest level."
As a Black woman in a male-dominated industry, Jordan is fighting for her own voice just as much as those of her athletes.
And as the oldest, female sports representative for the Jordan Brand, all eyes are on her, and expectations are set high. Not to mention the fact that her father's a legend. That's pressure on another level of pressure. "I'm getting hit left and right with all these expectations, but I don't run from them. I embrace it because at the end of the day, if I can pave the way for more Black women to get into this industry, then I'm doing my job."
Courtesy of Jasmine Jordan
"I'm getting hit left and right with all these expectations, but I don't run from them. I embrace it because at the end of the day, if I can pave the way for more Black women to get into this industry, then I'm doing my job."
A 2014 graduate of Syracuse University with a degree in sports marketing, Jordan hit the ground running just three days after graduation working as the coordinator of Basketball Operations for the Charlotte Hornets, where she stayed for four seasons before moving on to the Jordan Brand. She credits the job for giving her the business etiquette required in her role today.
"A lot of my communications outside of the athletes were with the teams or colleges, so it was a lot of emails," she recounts. "It really took me out of my element. I'm a people person, I like to talk on the phone or see you and engage with you in person and knowing that I couldn't connect with the colleges or the reps from other NBA teams on a consistent basis outside of email was definitely hard. So, I definitely loved the fact that I had to really sit down at a computer for eight or nine hours out of the day and constantly engage that way and make sure that they still felt my personality or my words through the emails I was sending."
Despite what naysayers may think, her transition to the Jordan Brand, initially as a Field Representative, was no easy feat. "I'm not checking for people who think I have a handout or assume because it's my father's brand it should be easy for me. I had to go through the same process as everybody else. I had to do interviews, I had to submit resumes, so on and so forth. My work ethic is definitely going to speak for itself."
Courtesy of Jasmine Jordan
"I'm not checking for people who think I have a handout or assume because it's my father's brand it should be easy for me. I had to go through the same process as everybody else. I had to do interviews, I had to submit resumes, so on and so forth. My work ethic is definitely going to speak for itself."
On her first day, she felt like the new girl on campus. Dividing her time between Nike's headquarters in Portland while maintaining relations with the team in Charlotte presented its own set of challenges, and she spent the first few months in her role trying to prove herself, only to learn that there is no "I" in "team". "I didn't reach out and ask for help when doing projects," says Jordan. "At first I was like, I just want to hold everything close to me and master it. I'm going to figure it out and then, boom, I'll present."
That mindset failed her when Kemba Walker, who was known for sporting Air Jordan 32s, expressed that the shoe design was uncomfortable when having to cut and drive to the basket. "Instead of asking the team for the proper language to explain what Kemba was uncomfortable with, I just kept saying, 'No, it's the Achilles; it's hurting him.' So, we had to create like three or four different shoes and none of them were accurate or correct because I wasn't speaking in their language."
Pride often comes before a fall, and her own mistakes led to an understanding that asking questions and learning the designer's lingo would help better translate her requests and reduce inefficiency. "I really had to humble myself and understand it's not that anyone's taking anything from me, it's the fact that we're a family. We're a small organization, Jordan Brand. I've got to look at them as family and not just colleagues, and understand that if one person's down, then we're all down."
SHE'S BUILDING HER OWN LEGACY.
Embracing her new "family" would help her go on to launch the Jordan Heiress collection, complementing the growing line of women-focused sneakers. A sneakerhead and fashion lover herself (her personal collection is well over 500 pairs), Jordan regards the experience as a passion project, echoing the advice of her mentor Jeanie Buss, President of the Los Angeles Lakers, to "make sure you love it and it aligns with your heart and it feels right."
"I wanted it to feel like that rich design and have that texture really feel like it could be a designer shoe like the Louis Vuitton, but it's still true to Jordan and true to our retro story," she says.
It's that love and commitment that has allowed Jordan and the Jordan Brand team to continue to catapult the brand which, according to Forbes, just reached its first billion-dollar quarter after an impressive $3.1 billion in wholesale revenue over the previous fiscal year. "If I can have my work ethic, my accomplishments, and my success on projects outshine the fact that I'm my father's child, then my job is done."
Courtesy of Jasmine Jordan
"If I can have my work ethic, my accomplishments, and my success on projects outshine the fact that I'm my father's child, then my job is done."
Jasmine Jordan's building her own. She's a hustler and a go-getter, just like Mike. But she's also a new mother and a soon-to-be wife to fiancé and NBA player Rakeem Christmas. Both roles she embraces with open arms while carrying the workload of a corporate executive on her shoulders. But no worries, she was built for the league of extraordinary women. Between phone calls and emails from work and the never-ending demands of life at home, she slips in five minutes of prayer and meditation here, a currently self-administered manicure there—moments of stillness that are much welcomed in her busy schedule. Motherhood has taught her to practice patience and peace, lessons that extend from the baby room to the boardroom.
"He's new to this world and he's depending on me—depending on his dad and really just depending on us to figure out how to function and understand what's happening around him, and that takes a lot of patience and being calm and laughing," she admits. "I think those are definitely the things that have really come because of becoming a mother. But I appreciate it because now I'm way more patient and I laugh at almost anything and everything just to shake off whatever I might actually be feeling."
It doesn't escape Jordan that she's also raising a Black son in a world that judges him not by his bank account but by the color of his skin. Success, it turns out, isn't a shield from white supremacists or racism.
"He's only blind because he doesn't even realize what's happening, which is a blessing in disguise," says Jordan. "But it is going to be the conversations that I remember my mom having with my brothers (Jeffrey and Marcus) and just saying like, hey, when you go out in public, make sure you're like 'yes or no sir,' 'yes ma'am no ma'am.' You know, manners and be polite. Don't sag your jeans, things that aren't typical conversations for white people or anybody that's not Black. It's about making sure we've raised him just to be a respectful young man and a respectful individual, but we're going to have to have those additional conversations so he can understand what life is like as a Black man."
For now, the little prince can rest easy knowing that he's well-loved and taken care of, though Jordan is clear that she won't just be handing over the keys to the empire. Like her, he'll have to learn about business beyond that of her family to make sure the bag stays secure. "I'm now working with financial advisors and wealth management programs to truly understand what it is to be a beneficiary of wealth," she says. "It's not just about getting money and being able to spend it, you want to make sure that money outgrows and outlives you."
For five Sundays in a row, millions of viewers tuned in to watch The Last Dance, which documented the life and the legacy of her father. But Jasmine Jordan's own story is just getting started, and she's already proving that she's just as worthy of the spotlight.
For more of Jasmine, follow her on Instagram.
Featured image courtesy of Jasmine Jordan.
There’s just something about HBCU Homecoming that just hits different. Whether it’s your first time stepping onto the yard since graduation or you’re a regular at every Homecoming tailgate, HBCU pride is undeniable. It’s a vibrant celebration that unites the legacy of excellence and tradition with the energy and resilience of Black culture.
The experience goes beyond a typical college reunion; HBCU Homecoming is a family reunion, a fashion show, a cultural festival, and a week-long turn-up that embodies what it means to be unapologetically Black and educated. For HBCU alumni, the journey back to the yard each year is rooted in a love and pride that’s hard to put into words but impossible to deny.
From statement pieces to tech must-haves, every item represents the intersection of Black pride and HBCU love, ensuring that you show up to the yard in style and with intention. So whether you’re repping your alma mater for the first time since graduation or looking for fresh pieces to express your HBCU pride, these essentials will have you standing out, because, at HBCU Homecoming, it’s not just about showing up—it’s about showing out.
Thread Goals
diarrablu Jant Pants in Alia Noir
High-waisted, wide-legged, and ready to shut down the yard, the Jant Pants by diarrablu bring a whole new meaning to campus chic. Handcrafted in Dakar, Senegal, these free-flowing jacquard pants are perfect for stepping onto the yard with style and ease—making them a must-have for any HBCU alum’s closet.
Silver & Riley Convertible Executive Leather Bag Classic Size in Olive
This all-in-one luxury bag isn’t a bestseller for nothing. The Silver & Riley essential is made of Italian calfskin leather and thoughtfully designed, as it can be worn in four different ways: a shoulder bag, crossbody, a top handle, and a backpack. Chic and elegant, the Convertible Executive Leather bag is “the bag that every woman needs in her collection.”
Renowned Women's Intuition Cotton Graphic T-Shirt
Renowned
Renowned’s Women’s Intuition Cotton Graphic T-shirt features a bold graphic print inspired by the power and essence of women’s intuition. With its striking design, this all-cotton tee is a vibrant thing, making it a statement piece that celebrates feminine energy.
Mifland Million M Mesh Crop Shirt
Talk about bold, the Million M Mesh Crop Shirt combines edgy style with comfort, featuring Mifland’s signature print on a semi-see-through mesh fabric. Show up and show out in sophisticated flair.
HBCU Love FUBU
Melanin Is Life Melanated & Educated - I Love My HBCU Hoodie
Show off your HBCU love with this piece that represents everything you gained from your alma mater: a top-tier education, a community that lifts you up, and a deep sense of esteem for yourself and your culture. Wear it loud and proud, because being melanated and educated isn’t just a flex—it’s a legacy.
HBCU Culture Spelmanite Sweatshirt in Navy
Spelmanites, rep your Spelman pride with this unisex crewneck sweatshirt, designed for ultimate comfort and a relaxed fit. Made from a cozy cotton/polyester blend, this classic sweatshirt is as durable as it is stylish—making it an ideal piece for any Spelmanite showing love for their alma mater.
HBCU Culture Howard Is The Culture T-Shirt
Rock the ultimate flex by showcasing your Howard U love with HBCU Culture’s Howard Is The Culture t-shirt. This unisex tee offers a comfortable, relaxed fit that’s perfect for celebrating your HBCU spirit without sacrificing style or comfort.
DungeonForward FAMU - Strike Bucket - Reversible
DungeonForward’s Strike Bucket Hat brings versatility and style to the FAMU Crown collection with its reversible design, giving you two looks in one. Featuring a sleek black snakeskin-embossed brim lining and a bold outline Rattler emblem, this hat is all about repping your Rattler pride in style.
DungeonForward Savannah State University - HBCU Hat - TheYard
The Savannah State University HBCU Hat by DungeonForward is more than just a hat—it’s a symbol of Tiger pride and a nod to the culture. Perfect for gamedays, tailgates, or just showing off your HBCU love, this hat lets you carry a piece of the yard wherever you go.
Tech the Halls
Anker iPhone 16 Portable Charger, Nano Power Bank
Stay charged up with the Anker Nano Power Bank, which features dual USB-C ports, a foldable connector, and a compact design, making it perfect for those HBCU tailgates and late-night parties you pull up to.
Drip Check
Wisdom Frame 14 Square Sunglasses
Elevate your look with these angular square-frame sunglasses by Wisdom, bringing an ultramodern edge to any outfit. The sleek design makes them perfect for blocking out the haters while you stunt on the yard.
Coco and Breezy Eyewear Fortune in Gray Turquoise
The Fortune Glasses in Grey Turquoise is a bold statement piece to any Homecoming weekend ‘fit that “embody our fearless and outspoken DNA.” With their color and edgy design, these frames by Coco and Breezy are perfect for anyone looking to stand out and express their unapologetic confidence.
Howard U Lapel Pin
Rep your Bison pride wherever you go with this Howard U Lapel Pin from Pretty AmbVision. Whether adding it to your jacket, shirt, or bag, this pin is the perfect way to showcase your love for your alma mater while rocking your HBCU love with honor and distinction.
Mifland Standard Rucksack Mini
The Standard Rucksack is designed to evolve like that HBCU pride—getting richer, bolder, and better with time. Durable, stylish, and built to last, this Rucksack by Mifland is a timeless piece equipped with versatile carrying options and fully adjustable back straps for ultimate comfort.
Stay Fresh, Stay Blessed
Slip Pure Silk Sleep Mask in Pink
Keeping it cute starts with beauty sleep. This luxurious silk mask is an essential for a reason. If protecting your skin and waking up refreshed is your priority, look no further than this Homecoming essential.
Liquid I.V.® Hydration Multiplier Lemon Lime - Hydration Powder Packets
Stay hydrated and energized throughout Homecoming weekend with this Liquid I.V.® Hydration Multiplier in Lemon Lime. Just add a packet to your water bottle, and bless your body with 2-3 times more hydration than water with every packet. Because staying hydrated is the key to popping up and showing out all weekend long!
Loop Experience Plus Earplugs High Fidelity Hearing Protection
Designed for your hearing protection, these sleek earplugs reduce noise without compromising sound quality—perfect for enjoying the band’s halftime show, late-night parties, and DJ sets. Whether you’re front row at the step show or hitting the yard, your ears deserve to be protected in style!
Black Girl Magic Glass Cup
Sip in style and celebrate your melanin with the Black Girl Magic Glass Cup. Perfect for morning coffee, your favorite iced drink, or showing off your HBCU pride on the yard—this cup is all about keeping it cute while radiating your endless supply of Black Girl Magic.
Glow Up & Show Out
Black Girl Sunscreen SPF 30
What Homecoming weekend can be complete without an assist from this beauty find? Formulated to blend seamlessly into melanin-rich skin (no white-cast), protect your glow while you turn up with the Black Girl Sunscreen SPF 30.
Sienna Naturals Issa Rae's Wash Day Ritual Set
Issa Rae’s Wash Day Ritual Set from Sienna Naturals includes the H.A.PI. Shampoo, the Plant Power Repair Mask, Dew Magic, and Lock and Seal to get your crown right. Whether you’re repping your coils or rocking a new color on the yard, these products restore and nourish your strands, keeping your hair healthy, strong, and Homecoming-ready!
54 Thrones Ivorian Cocoa + Ghanaian Coconut Beauty Butter
Stay glowing from the tailgate to the after-party with the 54 Thrones Ivorian Cocoa + Ghanaian Coconut Beauty Butter. Infused with African-sourced ingredients, this rich, multi-purpose butter is the answer to keeping your skin soft and radiant through all the festivities all Homecoming long.
Saie Glossybounce Hydrating Lip Oil
Keep your lips looking luscious and nourished with the Saie Glossybounce Hydrating Lip Oil. Perfect for adding an extra pop to your pout before hitting the yard or freshening up between events, this lip oil is a beauty essential for staying camera-ready all weekend.
Join us in celebrating HBCU excellence! Check out our Best In Class hub for inspiring stories, empowering resources, and everything you need to embrace the HBCU experience.
Featured image by Visual Vic/Getty Images
Nick Cannon Reflects On Insecurities That Led To The Demise Of His Marriage To Mariah Carey
Nick Cannon and Mariah Carey were once a lovey-dovey couple. They often looked very cozy during red carpet appearances, renewed their vows every year, and started a family by welcoming twins Moroccan and Monroe. But while they may have looked like couple goals on the surface, Nick revealed that he was dealing with insecurities in their relationship.
The Wild 'n Out host stopped by the Ray Daniels Presents podcast and reflected on the time he was married to the legendary vocalist.
"I didn't actually really care what the world thought because the perception, you know, that is what it is. People are going to love you one day, hate you the next day," he said. "I could care less about that. … But going to myself with that pressure of, 'Who am I?' "
Photo by Steve Granitz/WireImage
He continued, "I got married in my 20s, you know what I mean? To the biggest star in the world. "My trajectory was here," he said, gesturing downwards, "and then hers — she's already in a different stratosphere."
The couple got married in 2008 after only dating for a few months and the actor instantly got immersed into Mariah's lavish lifestyle.
Nick admitted that he got "really comfortable with it." However, he was still questioning his manhood, especially after becoming a dad in 2011.
"I'm carrying a purse, the diaper bag and, you know, I'm standing on the corner like, 'Wait.' She's rocking being the alpha," he said.
He added, "I believe she needs a dude like that. I'm just not that dude."
His insecurities began to take a toll on his mental and physical health. The comedian said he was getting mad at himself and "had a gut." “It was like, ‘I’m not being the dude that God put me on this earth to be,” he shared.
However, Nick said he and Mariah never had any problems and that she empathized with what he was going through. Since their divorce in 2014, the former couple have seemingly stayed on good terms.
They both have shared some beautiful family moments together on social media, including celebrating their kids birthday in April.
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Feature image by Ethan Miller/ Getty Images