The former Division 1 athlete and sports broadcaster launches sportswear that empowers women to perform at their best.
PHOTO: Tay Price/Haus de Lumière
Jordan Plant is no stranger to taking on challenges, whether it’s reporting in the ring or dealing with the intense demands of home and work life. As the wife of current WBA Interim and former IBF super middleweight world champion Caleb Plant, devoted mother to their daughter Charly Plant, former division 1 athlete, powerlifter and now entrepreneur, Jordan has spent her life in the sport and high performance.
Considering how many hats she’s worn in her life, Plant’s latest project, JP Athletics, couldn’t be more fitting. Guided by the tagline “For the Doer, The Believer, The Achiever,” Jordan created a brand from her love of fitness and her mission: to inspire women to take control of their own narratives, no matter the challenges. which they face. JP Athletics, which debuted in November 2024, combines style, comfort and performance to support women in their daily lives, whether it’s going to the gym, chasing their dreams or managing their daily responsibilities.
For Jordan, the launch is just the beginning. Through this brand, Jordan shares her story of how her life experiences shaped JP Athletics, the challenges of building the brand, and her vision for empowering women around the world.
How did this happen?
I have always been into fitness. I ran track in college and played sports since I was in elementary school, so I’ve worn workout clothes my whole life. In December 2021, I came up with the idea of making my own workout clothes because at first it seemed like a good idea and something fun to do, then it turned into a business and by making clothes for other people. .
How has your husband Caleb inspired or helped you when it comes to JP Athletics?
He was a great influence and a great help. As you know, he is one of the most stylish fighters in boxing, so he has a very good eye and a very good opinion on things. I can design something or choose colors and ask him for his opinion. So, he is very good at it and he also supports and motivates me. There were some parts where production maybe took longer than expected or things didn’t turn out the way I wanted, and he really supported me and reminded me that it wasn’t only part of the process and that it had to continue.
How has your personal experience as an athlete and mother influenced the design of JP Athletics products?
It had a huge influence. This is where competing at a top division 1 athletics university comes from and knowing how I want clothes to fit and what I need to perform. Not only looking good, but also feeling good and being able to perform there. As a mother, I think most women 30+ who are moms want comfort, so keep comfort in mind and make sure you use soft materials.
Can you walk us through the design process of JP Athletics, what details did you prioritize when designing?
I knew I didn’t want to do any sewing on the front. I really wanted to have leggings with pockets. A place to put your phone very quickly or your keys is good. I wanted to design something that really smoothed out the curves because I know girls really like that. The best part is that our shorts and leggings hug your stomach without cutting into you.
What was the biggest challenge in launching and running JP Athletics, and how did you overcome it?
I think the biggest challenge was probably launching it because I did it on my own. I hire people here and there to help me with certain parts, but I kind of do it on my own. So sometimes it gets a little overwhelming, but I just have to remember to prioritize and not procrastinate. There were some delays in production because I did everything overseas, so learning communication there with them for the first time and going through that honestly was a very big challenge for me, but now that I Having experienced this, I feel a little better prepared for the future.
What lessons learned from your experience as a Division I athlete and sports broadcaster have helped you as a CEO?
I feel like any sport you play teaches you teamwork and leadership. I’m not just a boss, I try to be a good leader and a good teammate so people want to work with me and do good work. My work as a boxing sports journalist has helped me keep the branding and marketing aspect in mind.
PHOTO: Tay Price/Haus de Lumière
What does a typical day look like in your life, balancing multiple roles?
I get up early in the morning to do a few things before Charly wakes up. Once up, she demands a lot of attention, and rightly so, and I try to give her that. I also cook meals for Caleb and make all his shakes after training and sometimes I even go to the gym with him and watch him and help him train, and sometimes we train together. It’s a lot, and I also help a little bit with managing her meetings and interviews with her publicist Crystal because she lives in New York, so I’m here on the ground making sure in person that everything is going well. It’s kind of like a typical day, Caleb and I also make time for each other and go out together because that’s important too.
Through your work in boxing, you’ve seen athletes inspire millions. How do you hope JP Athletics inspires women in their daily lives?
I really hope this inspires women. My slogan is “For the one who acts, the one who believes, the one who succeeds” and my personal motto in life. I feel like if you’re always trying to do and you’re not just thinking about it or talking about it, you’re actually doing it, then you believe that you can do it and achieve your goals. So I want to inspire women to be and do whatever they want and show them that it’s not just about wishing it or thinking about it, but actually doing it and going for it. put.
Even if you’re a mom and you have a full-time job, or you have a family with responsibilities that you need to take care of, your plate may be full, but you can find time to create something for yourself- even. I hope to inspire women to understand that even though Jordan had a lot going on, she still found time for herself. I feel like women can sometimes get lost when they get married or have kids and start a family. Caleb is extremely supportive of me in pursuing my dreams and goals. I think we all feel better when we accomplish something, set goals, and work towards it.
Has your exposure to the boxing atmosphere inspired any elements in JP Athletics’ branding or product development?
This is indeed the case, it has inspired certain product names. I have a shirt called the Victory Cut crop top. I have these shorts called Knockout Lounge that are shorter and have a belt. I tried to make them like a boxing trunk, as if they were a fighter. I also have Victory High-Rise shorts. Next I made the Strap Season Sports Bra. This is my strappy sports bra which is a popular style with women. I definitely linked a bit of boxing to JP Athletics.
Do you see any potential for collaboration between JP Athletics and the boxing world, perhaps inspired by your career in broadcasting?
Right now I’ve been working with Claressa Shields and Mikaela Mayer, both world champions. I made a 1 of 1 custom sports bra for Claressa, she chose the colors and everything else, and she really loved it. Next, for Mikaela, I gifted her a JP Athletics set from this fall/winter collection to wear during her media training in September during fight week. Hoping to work with other female fighters in the near future.
Can you share any memorable moments from your broadcasting career that echo the challenges of building your brand?
Generally speaking, starting out in broadcasting and having to prove yourself to show that you have talent is no different than that. With JP Athletics, I have to prove myself to show that it’s a good product and that it’s something that people would want to invest in.
In boxing, every fight tells a story. What story do you want JP Athletics to tell as it grows?
I just want to send a message to women of all backgrounds, backgrounds, careers, or whatever is going on in your life, that you can do anything you put your mind to. This is not just a fitness line, but a movement that inspires women to do their best, be their best, and live by the slogan “For the Doer, The Believer, The Achiever” .
What is your audacious dream for JP Athletics that may seem distant now, but which you are determined to make happen?
It would be really cool to be in a physical store. Having a real store and having more professional athletes outside of boxing wearing JP Athletics and going as far as possible. I know that when I put my mind to something, I give it my all and do my best.
For more information on JP Athletics, click here.