Michael Jordan's brand continues to assert its commitment to developing racial equity further

For the Jordan Brand, it goes beyond basketball.

© Christopher Hanewinckel-USA TODAY Sports

Michael Jordan has not played NBA basketball in over two decades. Despite his absence on the court, his Jordan Brand continues to impact sports and beyond significantly. In March 2020, the brand announced its commitment to donate $100 million over the next 10 years to social justice and racial equity efforts.

This move came after the tragic murder of George Floyd, which sparked nationwide protests and conversations about systemic racism and police brutality. Jordan, known for his competitive nature on the court, decided to use his platform and resources to address these important issues off the court.

The Black Community Commitment

The program, known as the Black Community Commitment, is now in its fourth year. During Nike’s Path to Progress ceremony in Washington, Jordan Brand president Sarah Mensah discussed the brand’s crucial role in helping the community progress.

She said, “At Jordan, we have a very important role in helping our community grow. To fly in the face of fear is the first step to progress. That’s what roots us in our journey — to be bold, intentional, and focused on challenging systems that threaten our opportunity to create a more equitable future for Black Americans.”

“The Jordan Brand’s commitment to the Black community is infinite — literally. It’s central to who we are as a brand.” — Jordan Brand president Sarah Mensah

Read: https://t.co/yG92Srgzhi pic.twitter.com/r887AJZwgF

— John Gotty (@JohnGotty) March 9, 2024

Work is far from done

Mensah revealed that last month, Jordan Brand invested over $30 million in more than a hundred local and national organizations. With six years and an estimated $70 million left in its initial pledge, Jordan Brand is committed to making a meaningful impact in the Black community.

In the book entitled, “Jordan Black Community Commitment Family Album,” Michael Jordan acknowledged the hard work and dedication of the Jordan Brand team and partners in their efforts to create real, lasting change. He also expressed his continued support for their work and encouraged others to join in the fight for equality.

“This is heavy and hard work. Change does not happen overnight. I am proud to support the efforts of our Black Community Commitment grantees and our Jordan Family members who are spreading love in their communities,” His Airness wrote.

As part of their 10-year, $100 Million pledge to impact the Black community, Jordan Brand & Michael Jordan have launched their 1st “Community Grants” cycle, providing a total of $1 Million in grants.

Organizations can apply over the next 30 days here: https://t.co/Md7kGatMfs pic.twitter.com/AWRKWn31uK

— Nick DePaula (@NickDePaula) March 31, 2021

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