“Tip of the iceberg,” Carmelo Anthony says about the shift women’s basketball and sports have made in the culture and business. As an athlete himself and brand ambassador of the Jordan Brand Classic and FIBA, Melo knows a thing or two about how the Jordan Brand can help contribute to the growth. Nike has long started to venture into this space, with one of the latest instances being Caitlin Clark’s $8 million deal. After all, it was Jordan’s mother whose words made a big change for the brand.

“She made me get on that plane and go listen,” Michael Jordan recounted his mother’s words on The Last Dance. His mother, Deloris, was instrumental in convincing MJ to take the flight and listen to Nike’s offer. He had planned to sign a deal with Adidas instead. However, fate had other plans. MJ’s Nike deal saw massive success, and more than a decade later, the Jordan Brand was formed. Since then, it has continued to grow, and women have joined in. Deloris Jordan’s pivotal role underscores the significant influence of women from the brand’s inception.

Speaking of the recent growth and popularity of women’s basketball, Melo emphasized the importance of inclusivity and empowerment. “I think that’s the biggest upside to the growth of the business. Including women and girls — making them feel a part of what’s going on. Giving them their own voices, their own platforms, and their own opportunities, I think we’re just seeing the tip of the iceberg right now,” Melo told Sole Retriever.

He is not wrong. And Clark’s deal which is $28 million hints at that. Nike CEO Elliott Hill recently updated that the brand is working on Clark’s logo. The release date is yet to be shared. Considering the fans’ demands, the new kicks will not only open the doors of opportunities for others but also benefit the brand. Caitlin Clark’s groundbreaking deal signifies the immense potential and growing market for women’s signature lines within major sportswear brands.

Melo was the first signature athlete for the Jordan brand. He reportedly signed a six-year contract worth $3.5 million back in 2003. After him, many joined the brand. Some of the notable names now include Luka Dončić, Jayson Tatum, and Zion Williamson. The 10x NBA All-Star paved the way for the brand, but when it comes to women, do you know who pioneered?

Meet the first female Athlete signed by the Jordan Brand

Mikaylah Williams, Gabby Williams, Kia Nurse, Te’a Cooper, Dearica Hamby, and more have recently joined the star-studded roster. The brand is clearly making a power move by bringing in female athletes. And the one who started it all was reportedly Paralympic athlete April Holmes in 2008.

Holmes was an active player when she lost her leg due to a train accident in 2001. She found her lost hope again when she heard of the Paralympics and decided to join and became a 3x Paralympic medalist.

She won gold at the Beijing 2008 Paralympic Games and bronze at the Athens 2004 Paralympic Games. As per Team USA, she was the inspiration behind the 2009 Air Jordan signature shoe with APT technology. “I’m the first woman of the Jordan brand. And they’ve been very helpful and instrumental and supportive in things that I’ve been able to do in terms of going out and giving away shoes, donating shoes, and donating equipment to other people,” Holmes told NPR. April Holmes’ pioneering signing in 2008 marked a significant step for the Jordan Brand in recognizing and supporting female athletes beyond traditional basketball.

The first female basketball player to join the Jordan Brand was former WNBA player Maya Moore. And this is just the beginning, with more female athletes joining the family. The former New York Knicks player might be right in his prediction. Maya Moore’s addition further solidified the Jordan Brand’s commitment to women’s basketball, paving the way for the current wave of talented female endorsers.