Her Game
Heir Series 1
A statement to focus on game, future, and her impact. Women sports have been increasing for years, this is the first model from Jordan that is taking a new approach focused on the next generation of women ballers at a low price-point of $110. Jordan Brand in women’s basketball was starting at $0 to + $30 Million with this new model focused on her game.
Team Focus
Researched showed that women’s basketball is more about the collective working together, so that was the inspiration that I used to narrate this product as well as used it as a guiding like on how our creation team needed to work together.
A strong bold line from the heel to the toe - speaks to progression, with supporting features breaking off to build structure to validate their movements and style of play.
A Larger Impact
The focus was on women/ NIL atheltes the results were high school, NCAA, WNBA, Olympics and NBA.
This is just the beginning of a new franchise for Jordan Brand.
Finding Her Truths
Every testing opportunity were polar opposites from men to women. With that type of feedback, our entire team would brainstorm on next steps. The end result was making sure her needs were met.
Adapting to Change
During this project I was not on the basketball team, I was stretching in from the Streetwear team. I never worked with anyone on the team but had to quickly establish a relationship. My approach was honesty and transparency. The team knew every adjustment and conversation I was having. On top of the challenge of an unfamiliar team, that was continuously changing. I was forced to be efficient and make quick decision because this project was always delayed. This project had three different Developers, two different Engineers, two different Color Designers, and two different Project Line Managers, everyone had to have strong communication to drive this project forward.
