Jeffrey Jordan has carved himself an identity of more than just being Michael Jordan‘s son. He may not have succeeded in carrying his father’s basketball legacy, but he surely has made some significant strides in the field of business. Having already co-founded Heir Inc — a holding company to serve as a platform connecting athletes and fans — Jeffrey has always been a digital and tech sphere enthusiast. And his partnership with WaitTime seems to be a business decision made on a similar passion.

In a recent post shared on Instagram, the 35-year-old highlighted that while 9 out of 10 tech start-ups fail, his collaboration with WaitTime is going strong. “After 9 relentless years of hard work and perseverance, the WaitTime story is now being heard around the world,” he wrote in the caption. Michael Jordan’s first wife, Juanita Vanoy Jordan, took to the comment section to show some support for her eldest son.

“Congratulations!… Proud of you & love you…” Juanita wrote. Meanwhile, Jeffrey’s sister, Jasmine M. Jordan, also posted a series of emojis in the comment section. Though quite unclear, the comment seems to reflect the time invested and the outcome that is a success. “⌚️🔥⏳🔥🕰️🔥⏱️🔥⏰,” she commented on the IG post that featured WaitTime CEO Zack Kilma.

Kilma detailed how the idea came from a simple instance of him getting a beer during a game. However, during the process, he realized how the stadium authorities struggled with efficient crowd management. Despite having no background in technology, Kilma came up with the idea of an AI-based software that can use multiple camera networks to provide real-time data on crowds in different areas of the stadium.

The video also featured Jeffrey mentioning why he chose to be an investor and advisor for WaitTime. As stated by him in the video, the decision was mostly based on Kilma’s passion for his idea. But how has the 35-year-old been helping the AI-driven startup?    

A closer look at Michael Jordan’s eldest son’s involvement with WaitTime

Jeffrey’s involvement with start-ups comes through his Jordan Avakian Group. As per the official website, the firm undertakes early-stage investment opportunities and advice for start-ups. The group was co-founded by Jeffrey Jordan and Sevan Avakian. As many would know, MJ’s son is also the co-founder of Heir Jordan Entertainment and the head of digital innovation at Jordan Brand.

As per the Jordan Avakian Group’s official website, the 35-year-old has gained years of experience in digital global brand digital marketing, sports marketing, and product management. “From the very first demo, Sevan and I knew WaitTime was destined to be a staple in the sports industry… WaitTime is unlike any growth start-up company our group has witnessed, with the potential to revolutionize the industry,” Jeffrey had said in an article by DBusiness.

Meanwhile, apart from being the co-founder of the group with Jeffrey, Avakian is a corporate attorney at Gould & Ratner, LLP. He has had years of experience with early-stage companies, and of course, his knowledge of the legalities involved comes in handy. The combined experience of Jordan and Avakian in digital start-ups, along with Kilma’s passion, seems to have worked so far with Detroit Pistons and Indiana Pacers already utilizing WaitTime.