The Jordans are back at it again with another business move! For their next talent, Variety reports that Michael Jordan and his son Jeffrey Jordan are moving with the times as they venture into the digital world through non-fungible tokens (NFTs) and entertainment. Under a new holding company, Heir Inc., the Jordans plan to “build a consumer-facing community platform” that will enable fans to connect with their favorite athletes through a range of ways. This would also include an entertainment studio and consumer products.