Jordan Brand’s Focus on Women’s College Athletes Boosts Market Value

The Jordan Brand has made a bold move lately, shifting its focus to women’s college athletes. They see untapped business value and unique versatility in these athletes.

Jasmine Jordan, the brand’s Market Place Manager, leads this push. She wants to capitalize on the growing influence and engagement of women athletes in sports.

Let’s take a look at why the brand made this change and how it’s shaking things up for women in sports marketing.

The Strategic Shift to Women Athletes

When Jordan Brand entered the Name, Image, and Likeness (NIL) space, they chose to prioritize women athletes. Jasmine Jordan came up with this strategy, pointing out the business potential others missed.

By signing standout athletes like Kiki Rice (UCLA), Kiyomi McMiller (Rutgers/Penn State), Mikayla Williams (LSU), and Bella Hine (LSU), Jordan Brand is setting a new standard. It’s not just about following trends; it’s about leading the way.

Breaking Away from Traditional Models

Jordan’s approach isn’t just a gut feeling—it’s a real shift in company policy. They now treat women’s sports partnerships as solid investments, not charity work.

Jasmine Jordan thinks brands stuck in old charity mindsets are missing out. Recent data backs her up, showing women athletes often connect more deeply with fans and get higher social media engagement than men.

Economic Realities and Market Opportunities

Jasmine Jordan points out that supporting women athletes is more than the right thing to do. It’s smart business.

About half of today’s consumers are women and young girls. Brands that ignore this group? They’re losing out. The numbers don’t lie—women athletes have higher engagement and feel more relatable to their audiences.

The Versatility of Women Athletes

One big reason women athletes make great brand partners is their versatility. Unlike many men in sports, women athletes aren’t boxed into one marketing role.

They move between being athletes, stylists, singers, models, even foodies. A lot of this comes from necessity, since women athletes have often had to juggle multiple income streams just to get by.

The Impact of Personal Branding

Women athletes have built their personal brands from the ground up. That makes them more effective as brand ambassadors.

Research shows female athletes who wear different hats connect more emotionally with their audiences. They can represent brands in all sorts of categories and reach different groups of people.

Challenging Traditional Benchmarks

Jasmine Jordan has noticed women athletes are less concerned with outside validation these days. They’re done waiting for permission to claim their worth.

This generation sets its own terms. They’re not accepting the old benchmarks set by gatekeepers. That confidence seems to drive the commercial growth in women’s sports—maybe it’s a little bit of both.

The Jordan Brand is starting to focus more on women’s college athletes. It’s about time, really—there’s so much untapped potential in women’s sports.

Jasmine Jordan and her team have shifted the conversation. Instead of treating support for women as charity, they’re making it a smart business move.

If you’re curious about the details, check out the full article on Forbes by clicking here.