Women drive the majority of overall consumer purchasing, and they want sneakers and clothing made explicitly for them. But historically, the sneaker world has been a boys club. In 2020, Jordan fully committed to women with its first womenswear and permanent women’s sneaker collection.

The sportswear industry failed to serve women who had contributed to and participated in the community for decades. It was time for Jordan to embrace women fully, not only with a full line—but with representation and recognition.

We used TikTok to show off her style and invite in more women, including sneaker rookies who were just getting into sneaker culture. Our goal: to inspire sneaker rookies to rock their Js confidently and recognize the women who have pushed the culture forward.