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Jordan Brand is announcing The Women’s Collective, a new project, in honor of Women’s History Month. Jordan brought together this diverse group of 33 women from all over the world. For the first time since it was first used, the Jumpman logo will be modernized by these two icons.
Women’s Jordan Vice President and General Manager Teen Vogue quotes Andrea Perez as saying, “It’s Jordan Brand’s priority to prepare the now and next generation for their future. It was important to us to find people who were already well-equipped to change the world and many of whom already had connections to the Brand, whether that was through participating in a photo campaign, being an illustrator for the project, leading community work or even sneaker collecting,”
In the group there are skaters and designers as well as photographers and stylists as well as DJs and visual artists as well as business owners. From Los Angeles to Chicago to New York City to Shanghai, these people hail from a variety of places.
Every one of the women will plan and participate in a variety of events for the Jordan Brand over the next six months in order to bring fresh perspectives to the company. Additionally, they will receive funding for their own communities and industries. Members should be able to use their expertise in order to achieve their goals, Jordan believes.
A lot of what we do is rooted in the community, which means that we must listen to and learn from the community, says Perez. “The Women’s Collective is particularly exciting because it will allow us to learn from the women in our community while they learn from one another.”
He wants to tackle a problem that has been plaguing the sport for some time now. There has been a great deal of progress in professional sports, but basketball culture is still male-dominated and elitist, perpetuated by both brands and collectors,” says Perez in an interview with Sports Illustrated. After decades of struggle, “women are still fighting for a seat at the table, but they’re often pitted against one another for that privilege.”
While this is Jordan’s first collective of women, they will select the next group of women to join when their six-month program ends. According to a press release, Jordan hopes to demonstrate “that there is indeed room for all women at the table” as a result of this initiative.
Jordan is a sportswear company that focuses on basketball culture and strives to break new ground in the industry. These new initiatives are only the beginning, according to the company. As a result, it will serve as a model for future missions and campaigns focused on issues close to the brand’s heart.
‘Legacy is something that I think about a lot,’ says photographer Dana Scruggs about the concept. Since I began making images, I’ve been driven by the desire to have my work stand out and be remembered.
Although much of the work that Jordan Brand does is rooted in basketball culture, our Jordan Family extends beyond those who play the game. In our view, basketball culture is about belonging, it’s about tradition, and it’s a reflection of culture in general, and basketball is one way to get to that, albeit an important one. A group of women who are committed to making the Jumpman more accessible to people from a wide range of backgrounds, cultures, and socioeconomic statuses is the Women’s Collective.
Source: teenvogue.com
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