“They Don’t See Michael Jordan Play”: One Way Daughter Jasmine Intends to Grow Her Father’s Legacy Despite the Bulls GOAT’s Retirement in 2003

Published 11/18/2022, 9:50 AM EST

Michael Jordan’s Air Jordans took the world by storm from the moment they were released in 1985. The Jordan brand has since grown in popularity beyond what anyone could fathom. The Air Jordans, the primary attraction of the Jordan brand are so popular that they sell at twice their value in resale. Jasmine Jordan, the daughter of Michael Jordan recently spoke on how the company is aiming for the future. 

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Jasmine pointed out the obvious changes that will happen with time, and what they think about it. She pointed out the need to continue her father’s legacy for the brand’s success. The brand wants to continue to grow strong, despite the Chicago Bulls legend retiring 19 years ago.

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Jasmine Jordan on father Michael Jordan

Jasmine Jordan works as a field representative for the Jordan brand. The 29-year-old has her own ideas for growing the brand in the future. She works closely with the NBA team Charlotte Hornets and their players. The Hornets are owned by Michael Jordan and many of the team’s players are sponsored by the Jordan brand.

Recently while speaking to the Chicago Tribune, Jasmine explained the fans’ demand for maintaining authenticity throughout the brand, and the excitement in accepting the challenge. She also pointed out how her father’s legacy should be highlighted as their fans are getting younger by the day.

We’re still authentic, but we’ve got to evolve. Our buyers are getting younger and younger. They don’t see Michael Jordan play, they didn’t see him play.said Jasmine. She further added, “So now what piece of that legacy is going to get told, and that’s the spin I like because I can connect and relate to that.” 

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Jasmine added that the players that are signed by the brand exude his father’s qualities. Her memories of her father’s work and sacrifice are the aura that the brand deserves, according to Jasmine.

The company’s future seems to be safe, as people like Jasmine Jordan understand the reasons for the success of the brand. The Jordan sneakers are a part of sneaker history and it’s important to keep the culture intact.

All of MJ’s kids chose a different career path than basketball. His two sons tried their hand at it but they could not reach the league.

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Watch This Story: Childhood trauma enveloped 7-year-old Michael Jordan after losing a close friend and developing a lifetime phobia 

Jasmine Jordan studied sports management at Syracuse University and is currently helping in growing her father’s brand.

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Shankha Shuvra Das

137 articles

Shankha Shuvra Das is an NBA writer at EssentiallySports. He holds a Bachelor's and a Master's degree in Economics and has extensive experience in freelance content creation, especially in the field of technology. Shankha's passion for covering the sport of basketball stems from his love for the NBA, which he has been following closely for several years now.

Edited By: Bagavathi Eswaran

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