Michael Jordan is synonymous with excellence, and nearly two decades after his career on the basketball court ended, his namesake Nike-backed label continues to thrive. However, the look and feel of Jordan Brand — built off basketball and its highly influential culture — has evolved into an acute focus on the celebration of Black culture and improving conditions for the Black community.
It is pursuing this mission under the leadership of Craig Williams, who assumed the president role in January 2019 as industry legend Larry Miller transitioned to chairman.
Backed by a leadership team of 22 that is 74% persons of color, Williams oversaw the biggest year in Jordan Brand’s history in fiscal 2021, with revenues of $4.7 billion (a 31% increase year-over-year). These gains took place as the company’s investments in the Black community ramped up more than ever.
A key contributor to its success is an ecosystem of collaborators and ambassadors, who are more akin to family than partners and who are shaping the brand’s future.
In an FN exclusive, Williams joined retail mogul James Whitner, design phenom Aleali May and WNBA champion Aerial Powers for a cover shoot and interviews, to discuss the purpose-driven principles behind the influential Jordan Brand.
Photographed by Scrill Davis on Jan. 21 at Cam Kirk Studios in Atlanta. Hair by Shaquan (Shay) Smith. Makeup by Rumana Dashti. Grooming by Anthony Banks.