Her Game
Heir Series 1
A statement about game, future, and her impact. Women’s sports have grown for years, and this is the first Jordan model built for the next generation of women ballers, at an accessible price point of $110. Jordan’s investment in women’s basketball has grown from $0 to over $30 million with this new model centered on her game.
Finding Her Truths
Every testing session revealed how different men’s and women’s feedback could be. With that insight, our entire team would brainstorm next steps, always making sure her needs were met.
Directional line to show progression, and speak to adaptable containment
Tuned 360 containment cage
Tuned fit -
1. Dual density cage
2. Min drop-in midsole
3. External foam carrier
4. Multidirectional traction
Team Focus
Research showed that women’s basketball is more about the collective working together, and that became the inspiration for this product, as well as a guiding light for how our creation team needed to work together.
Adapting to Change
During this project, I wasn’t on the basketball team; I was transitioning in from the Streetwear team. I hadn’t worked with this group before and had to quickly establish a relationship, leading with honesty and transparency. The team knew about every adjustment and conversation along the way. On top of joining an unfamiliar team that was continuously changing, this project faced repeated delays with three different developers, two different engineers, two different color designers, and two different project line managers. Strong communication and positive energy were what kept it moving forward.
A Larger Impact
The focus was on women and NIL athletes, with results spanning high school, NCAA, WNBA, Olympics, and NBA.
This is just the beginning of a new franchise for Jordan Brand.
