As the daughter of basketball legend and Jordan Brand founder Michael Jordan, Jasmine Jordan knows her father’s shoes are too big to fill. But the sports marketing executive has found her own lane at the company, helping to shape its women’s athlete roster and mentor its rising stars. For FN’s March 2023 cover shoot, Jordan posed with high school basketball phenom Kiyomi McMiller, and also pulled in UCLA women’s basketball star Kiki Rice for a discussion on supporting women athletes, how NIL has changed college sports and the future of women at Jordan Brand.
Photographers: Flo Ngala, Michael Buckner. Writer: Peter Verry. Style Director: Shannon Adducci. Stylists: Stephanie Perez, Brittany Hampton. Hair: Ikeyia Powell, Jeelan Aleem. Makeup: Rose Grace, Jazzmene Vitte (at Texture Management). Associate Art Director: Emily Harris. Editorial Assistant: Tara Larson.
Jasmine Jordan, Michael Jordan’s daughter, has worked within Jordan Brand as a basketball field rep for women’s sport marketing at the company since 2017 and has become an integral figure in shaping its women’s athlete roster.
Jordan is a Syracuse University graduate, having earned a degree in sports management in 2014. Prior to joining Jordan Brand, she was the basketball operations coordinator with the Charlotte Hornets.
“I don’t need to say, ‘I’m Michael Jordan’s daughter.’ That’s not necessary,” says Jordan. “Acknowledging the elephant in the room and not letting it dictate how I move is important, so I can carve out my legacy. My dad’s shoes are big shoes to fill, and I have no desire to fill them. I honor and respect him by being my own person, because that’s what he wants. When working with me, you’re going to forget I’m Michael Jordan’s daughter. You’re just going to focus on Jasmine.”
Jasmine Jordan (R) with Kiyomi McMiller, a 16-year-old basketball phenom who is Jordan Brand’s first name, image and likeness (NIL) signing at the high school level.
Jordan admits that she finds comfort working behind the scenes, mentoring young athletes such as McMiller. “I have to be selective on the opportunities and conversations I have because I don’t need to be everywhere,” she says. “I have no desire to, that doesn’t fill my cup. What does is making sure my athletes are being seen.”
Jordan spends much of her day-to-day scouting players, a task that has increased significantly with the inception of NIL, which has become a national conversation and given young athletes the opportunity to receive financial compensation much earlier than in years past. Jordan (R) with McMiller.
McMiller first connected with Jordan in June 2022 via Instagram. “My first DM was like, ‘I’m a fan of yours, you’re on my radar, you’re killing it. Keep it up. I would love to have a conversation,'” recalled Jordan, who signed the young athlete in January.
“She’s very approachable and easy to talk to. I see her as a mentor,” McMiller says of working with Jordan. “Anytime I have questions about anything, she’s always there to answer them. She’s really cool and I’m excited to learn from her.”
Although McMiller has made a commitment to Jordan Brand, she has not yet decided where she will play after high school — but her game is in high demand. During the cover shoot,
the baller, who has been recruited since fifth grade, fielded calls from two college coaches interested in having her on their teams.
As Jordan Brand’s first NIL signing back in October 2022, Kiki Rice says she has witnessed a dramatic increase in the spotlight that surrounds her.
“In terms of getting the recognition and attention that I have since a young age, it comes with pressure because I know there are a lot of eyes on me. People are watching what I do and how I perform,” Rice told FN. “But I’m grateful to be in this position and I always bring myself back to that. I take that pressure and challenge myself and use it as a motivating factor in terms of my improvement and my work ethic.”
The 19-year-old UCLA women’s basketball star is now part of an athlete roster that features top-tier WNBA talent including Aerial Powers, Te’a Cooper and Dearica Hamby, among others.
Kiki Rice photographed on Feb. 21 in Los Angeles.
Kiyomi McMiller photographed on Feb. 15 in New York.
For her first photo shoot, McMiller brought a custom denim jacket hand made by her grandmother, a fashion designer.
