Jeffery M. Jordan’s HEIR App Is a Game Changer for the Sports Landscape

Jeffery M. Jordan’s HEIR App Is a Game Changer for the Sports Landscape

The HEIR App is seeking to transform the way athletes and fans interact with each other. Co-founded by Jeffery M. Jordan—son of basketball great Michael Jordan—Jeron Smith and Daniel George, HEIR is the first product launched by Heir Inc., “a next-generation holding company that connects brands at the intersection of sports, tech, and entertainment.”

A player-focused app, the digital platform allows community members to gain exclusive access to athletes and one-of-a-kind experiences.

EBONY spoke with Briana Richardson, HEIR’s Head of Product about the launch of the app, the needs of Gen Z sports fans, and the team’s vision to connect athletes with their fans

EBONY: What led the team at HEIR Inc. to launch this app?

Briana Richardson: Our founders, Jeffrey, Jaron, and Daniel all know each other from Nike. It all started with the idea that athletes today have to bring their communities together on channels that they don’t own. They have social media platforms, which are already regulated by the League, but they don’t really have the opportunity to own the stories themselves. So when the company was founded, it was really centered on whether players should have more control over their narratives. This was actually before NIL became what it is today. The team saw an opportunity based on previous experiences that athletes don’t get the flexibility and the control that they should have for how much value they bring to their sports. So there was a high emphasis on evolution from the athlete’s perspective. We wanted to make it easier for these athletes to bring their own communities together through a channel where they have maximum control. Now their content reaches them, and they’re able to monetize it, however, they see fit.

Can you speak to how Gen Z fans are underserved in the sports world and how HEIR serves this demographic?

HEIR is at the epicenter of Gen Z sports culture. We found that Gen Z consumers are so different from other consumers, and that’s not just for sports, but for everything in every industry. They want to have an experience that’s very different from what consumers had before. In sports, we feel like there are some definitive points that we’ve heard from our consumers that we really leaned into when we were building the app. So the first thing we learned is that with Gen Z-ers, you have eight seconds or less, short attention span You really can’t have these long-drawn-out videos. That’s why TikTok, Snapchat, and Instagram Reels are so popular.

We focus on just highlights and being able to catch the biggest moments of the night before, We also focus on the player first versus the team or the league. A lot of Gen Z consumers, or Gen Z in general, look to identify more on a personal level. So the way we deliver our entire experience is through the lens of the player. Whether that’s looking at content or stats, we view it through the lens of the player first.

Would you say that sports fans today want to be more interactive with athletes than previous generations?

Yes, personal connection is big for them. If you think about sports and the way it’s consumed right now, you and I could jump on any of these apps, and it would be a solo experience. We could both be on ESPN right now and know that both of us are on ESPN doing the same thing. The difference with HEIR is that it centers on the fact that Gen Z loves community. They want to find homes virtually or find other people that are similar to them, the same way of describing athletes. So we very much focus on having that experience on our app as well.

NBA stars Anthony Edwards and Lonzo Ball are featured athletes on the app. How did they become a part of HEIR?

Jeffery, Jaron and Daniel have known Anthony and Lonzo for many years. They fell in love with that ownership piece. If you think about it, a lot of athletes may have their own signature line of clothing or other endorsements. But we think today’s athlete wants more freedom to express themselves and the freedom to control how they can express themselves. When you look at their social media, it’s more like fulfilling obligations that they may have with other partnerships. But we position it to them as an avenue for them to be themselves. A human first and an athlete second. Anthony and Lonzo were drawn to those ideas.

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Rihanna Steps Down As Savage X Fenty’s CEO: ‘This Is Just The Beginning For Us’

Rihanna Steps Down As Savage X Fenty’s CEO: ‘This Is Just The Beginning For Us’

Rihanna is stepping down as CEO of Savage X Fenty, the lingerie brand she co-founded in 2018. While she still remains as executive chair of the brand, Rihanna said the latest change is part of the company’s effort to keep expanding the vision.

“It’s been beautiful to see our vision for Savage X Fenty impact the industry at such an incredible magnitude over the last five years,” the “Diamonds” singer said, according to Vogue Business. “This is just the beginning for us, and we’re going to continue to expand in ways that always connect with the consumer.”

Beauty mogul Hillary Super will now take over the position that Rihanna held since launching the brand. “I’m so grateful and excited to welcome Hillary Super as our new CEO – she is a strong leader and is focused on taking the business to an even higher level,” Rihanna said.

Super, the former CEO of Anthropologie Group, also held executive positions at Guess, American Eagle, Gap and Old Navy, Independent reported. “I’m thrilled to join the Savage X Fenty family,” Super told Vogue Business. “The brand is a major powerhouse in the lingerie and apparel industry, and its unwavering commitment to celebrating inclusivity and fearlessness is inspiring.”

Savage X Fenty has become a worldwide brand featuring global fashion shows and a wide selection of clothing lines that include lingerie for plus-size models, as well as gender-neutral items. Fenty, which has seven stores in the U.S., is also looking to expand its e-commerce business.

Rihanna now has a net worth of over $1.4 billion. The 35-year-old entrepreneur launched her cosmetics company Fenty Beauty in 2017 before she co-owned Savage X Fenty. Rihanna also has a lot going on; she’s expecting her second child with A$AP Rocky. Rihanna gave birth to her first child, RZA Athelaston, in 2022.