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For Its New Initiative, The Jordan Brand Pledges To Not Be A ‘Product-Incubator Banking On Cultural Capital’


The women-focused program will be bringing 33 women, including visual artists, DJs, entrepreneurs, skaters, and more, onboard within the cities of Los Angeles, Chicago, London, Paris, and Shanghai. Each woman selected “have shown their commitment to the sport of basketball and sneaker culture,” the outlet details.

Under the six-month program, it is set to feature retreats, panels, events, and mentorship, as well as partial funds from a grant to further back their communities by enacting change. According to the Jordan Brand, it’s emphasized that the program is steering clear of being a “product-incubator banking on cultural capital.”

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