Lifestyle For Modern Women: Jordan Plant Introduces JP Athletics

PHOTO: Tay Price/Haus of Light

Jordan Plant is no stranger to taking on challenges, whether it’s reporting ringside or navigating through the intense demands of family and business life. As the wife of current WBA Interim and former IBF Super Middleweight World Champion Caleb Plant, a devoted mother to their daughter Charly Plant, a former Division 1 athlete, powerlifter, and now an entrepreneur Jordan has spent her life in sports and high performance.

Given the amount of hats she has worn in her life, Plant’s latest endeavor, JP Athletics, couldn’t be more fitting. Guided by the slogan “For the Doer, The Believer, The Achiever,” Jordan has created a brand from her love of fitness and mission to inspire women to take control of their own narratives, no matter the challenges they face. JP Athletics, which debuted in November 2024, combines style, comfort, and performance to support women in their everyday lives, whether that’s hitting the gym, chasing their dreams, or managing everyday responsibilities.

For Jordan, the launch is just the beginning. Through this brand, Jordan shares her story on how her life experiences shaped JP Athletics, the challenges of building the brand, and her vision for empowering women everywhere.

How did this come about?

I’ve 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 of 2021, I got the idea of just making my own workout apparel because, in the beginning, it sounded like a good idea and something fun to do, and then it turned to making this into a business and making clothes for other people.

How has your husband Caleb inspired or helped you with respect to JP Athletics?

He has been a huge influence and help. As you guys know, one of the most stylish fighters in boxing, so he has a really good eye and opinion on things. I may design something or pick some colors and ask for his opinion. So, he’s very good at that and also supporting and motivating me. There’s been some parts where maybe production took longer than expected or things didn’t go my way, and he’s been really supportive and reminded me it’s just a part of the process and you got to keep going.

How has your personal experience as an athlete and mother influenced the design of JP Athletics’ products?

It’s been a huge influence. Competing at a high-level Division 1 track and field university and knowing how I want the clothes to fit and what I need for performance came from that. Not just looking good but also feeling good and being able to perform in it. Being a mother, I think most women 30 and up who are moms, they want comfort, so keeping comfort in mind and making sure I use soft materials.

Can you walk us through the designing process of JP Athletics, what details did you prioritize when designing?

I knew I wanted to do no seam in the front. I really wanted to have leggings with pockets. Somewhere to put your phone real quick or your keys is nice. I wanted to design something that really extenuated curves because I know girls are really into that. The best part is our shorts and leggings hug into your stomach area without cutting into you.

What has been the biggest challenge in launching and running JP Athletics, and how did you overcome it?

I think the biggest challenge has probably been just launching it because I’ve been doing this on my own. I hire people here and there to help me with certain parts but I’m kind of doing it on my own. So, at times, it gets a little bit overwhelming, but I just have to remember to prioritize and also not procrastinate. There were some delays in production because I made everything overseas, so just learning the communication over there with them for the first time and going through that honestly was a really huge challenge for me but now that I’ve been through that I feel a little more prepared for it in the future.

What lessons from your time 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 being a boss, I’m trying to be a good leader and a good teammate so that people want to work with me and do a good job. My job as a boxing sports reporter has helped me as far as keeping in mind the branding and marketing side.

PHOTO: Tay Price/Haus of Light

What does a typical day in your life look like, balancing multiple roles?

I wake up early in the morning to get a few things done before Charly wakes up. Once she’s up, she demands a lot of attention, rightfully so, and I try to give that to her. I also cook meals for Caleb and make all his post-workout shakes and sometimes even go to the gym with him and watch and help him train, and sometimes we train together. It is a lot, and I also kinda help manage his meetings and interviews with his publicist Crystal because she lives in New York, so I’m here on the ground making sure in person those things are going smoothly. That’s kind of like a typical day, Caleb and I also make time for each other and date nights 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 everyday lives?

I really hope that it inspires women. My slogan is “For the Doer, The Believer, The Achiever,” and my personal slogan in life. I feel like if you’re always trying to do and you’re not just thinking 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 put their minds to and show them that it’s not just wishing or thinking about it but you actually have to do it and put in the work.

Even if you’re a mom and you have a full-time job, or you have a family with responsibilities you have to handle, your plate may be full, but you can find time to create something for yourself. I hope that I inspire women to see that even if Jordan had a lot going on, she still found time for herself. I do feel like women can lose themselves sometimes when they get married or have kids and start a family. Caleb is super supportive of me still going after my dreams and goals. I think we all feel our best when we’re accomplishing something, setting goals, and the journey to them.

Did your exposure to the atmosphere of boxing inspire any elements in JP Athletics’ branding or product development?

It did, it inspired some of the names of the products. I have a shirt called the Victory Cut crop top. I have these shorts called Knockout Lounge shorts that are shorter and with a waistband. I tried to make them like a boxing trunk as if they were for a female fighter. I also have Victory High-Rise shorts. Then, I did the Strap Season sports bra. It’s my strappy sports bra which is a popular style for women. I definitely did tie in some boxing into JP Athletics. 

Do you see potential for collaborations between JP Athletics and the boxing world, perhaps inspired by your career in broadcasting?

As of right now, I’ve worked with Claressa Shields and Mikaela Mayer, who are both world champions. I’ve done a custom 1 on 1 sports bra for Claressa, she picked the colors and stuff, and she really liked it. Then, for Mikaela, I gave her a JP Athletics set from this fall/winter collection to wear at her media workout 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 resonate with the challenges of building your brand?

Just in general, starting in broadcasting and having to prove yourself to show that you're talented is no different from this. 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 that women from any walk of life, any background, or career, or whatever is going on in your life, that you can do whatever you put your mind to. It’s not just a fitness line, but a movement that inspires women to do their best and be their best and follow the slogan “For the Doer, The Believer, The Achiever.”

What’s one bold dream you have for JP Athletics that might seem far off now, but you’re determined to make a reality?

It would be really cool to be in a brick-and-mortar store. Having an actual store and have more professional athletes outside of boxing wearing JP Athletics and take it as far as it can. I know when I put my mind to something, I give it my all and do my best.

For more info on JP Athletics, click here.