For Its New Initiative, The Jordan Brand Pledges To Not Be  A 'Product-Incubator Banking On Cultural Capital'
Photo Credit: Dana Scruggs

For Its New Initiative, The Jordan Brand Pledges To Not Be A 'Product-Incubator Banking On Cultural Capital'

When it comes to taking action in supporting women, Nike’s Jordan Brand has held a steady streak.

History was made in June 2021 after Michael Jordan and his brand unveiled their “WNBA Family” campaign, which marked the most-ever WNBA players to endorse the brand at once, AfroTech previously reported.

“The world needs female voices, and we can’t ignore that or else we’re not growing,” Jordan previously shared in a statement. “The Jordan Brand is committed to giving women a platform to amplify their voices, which influence, inspire and push culture forward. These amazing athletes are defining a lot of things about Jordan Brand and leading a true conversation that’s impacting culture and our communities across the globe.”

The brand’s dedication to advancing women has yet to cease as right before Women’s History Month comes to a close, it has launched its inaugural global Women’s Collective, Hypebeast reports.

Global Women's Collective Program

The women-focused program will be bringing 33 women, including visual artists, DJs, entrepreneurs, skaters, and more, onboard within the cities of Los Angeles, Chicago, London, Paris, and Shanghai. Each woman selected “have shown their commitment to the sport of basketball and sneaker culture,” the outlet details.

Under the six-month program, it is set to feature retreats, panels, events, and mentorship, as well as partial funds from a grant to further back their communities by enacting change. According to the Jordan Brand, it’s emphasized that the program is steering clear of being a “product-incubator banking on cultural capital.”

The Program's Future

Following the inaugural group’s six months, they will then play a role in the decision-making for the next group of women leaders to be a part of the program.

The Jordan Brand also aims for its new initiative to spearhead its goal of “improving sizing and influential options in the streetwear community,” with the voices of new women in the room.