Michael Jordan’s daughter Jasmine Jordan, spoke about carrying her father’s legacy though running his Jordan Brand empire and revealed previously wanting to be a sneaker designer

Michael Jordan ‘s daughter, Jasmine Jordan, has been tasked with keeping her father’s name alive, however, with much cache comes much responsibility, and the man himself does not have the time to run his enterprise.

Jasmine Jordan originally wanted to be a designer for her father’s footwear empire. However, a change of direction saw her transition into a managerial role with the company.

She previously detailed her designer aspirations with the brand by handling her father’s sketches and prototypes of her work. Her dreams eventually faded after sharing that her designs were deemed “ugly” by her father and not to a high enough standard compared to some of the iconic sneakers the brand has created.

In an interview from three years ago, Jasmine Jordan revealed the stern and rigid expectations that her father instilled as her boss when running the business. As things stand today, the current Jordan Brand empire has a value of over £3.94billion ($5bn).

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“So technically, he [Michael Jordan] is my boss. And as a player, as he expected from his teammates when it comes to me, he expects the best,” said Jasmine.

“Obviously, he knows me on a personal level, so he knows my work ethic and how I am willing to commit to projects, to get things done, and he wouldn’t want it any other way. Whether he was my boss or not, he would expect me to perform on a consistent basis within the role that i have and I make sure to do that. So, it’s definitely different, but he’s an incredible boss, and I appreciate him.”
Jasmine Jordan also previously told Forbes that she works as a field representative for Jordan Brand, which includes expanding the business into more markets and familiarising the brand with unfamiliar parts of the globe. She also uses her knowledge of the products to develop strategies, especially in the female space.

Michael Jordan and Jasmine Jordan

As of 2022, Jasmine Jordan works directly with 13 WNBA players, including Aerial Powers and Rhyne Howard. The brand has produced player-exclusive versions of previous models for Powers, Satou Sabally, Kia Nurse, and Crystal Dangerfield.

The pressure to run the business does not solely rely on Jordan’s daughter. His sons Jeffery and Marcus Jordan run brands affiliated with their father’s brand in a boutique style.