SHE’S IN THE FAMILY BUSINESS.
Jasmine works at Nike’s Jordan Brand, where she represents players for the Charlotte Hornets, the team her father owns, as well as a handful of players from the Dallas Mavericks, the Washington Wizards, and the WNBA. It’s her job to make sure her players have sneakers, apparel, and equipment for the season and coordinate all photo shoots and media appearances. She typically travels once a quarter to Portland, Oregon, where her older brother Jeffrey works in digital marketing in Jordan Brand’s main office. Jasmine also designs shoes and apparel for the Jordan Heiress Collection, part of the brand’s women’s division. “I love going to work every day,” she says. “That relationship with athletes and the creativity with fashion—it’s a burrito of perfection.”
SHE MAKES ROOM FOR WOMEN IN THE HUDDLE.
“I always wanted Jordan Brand to understand women,” she says, “because it’s not just men who wear our sneakers or play basketball.” At 10, she would send her dad sketches of jumpsuits, rompers, and sweaters, which he’d give to the apparel team to create one or two sample garments to send back to Jasmine. She calls herself the “original test subject.” Today she works side by side with the women’s apparel team, and she represents WNBA stars Asia Durr, Kia Nurse, and Maya Moore, the three female athletes signed to Jordan Brand. “My goal is to have 10 or 12 female athletes signed,” she says. “As long as I’m with the brand and I have that Jordan name, I’m gonna really push to get more female athletes and show the same love to our women as our men.”
THE LAST DANCE GAVE HER A NEW UNDERSTANDING OF HER DAD’S FAME.
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