As of this summer, Jordyn Woods is New York basketball royalty, and the 29-year-old fashion brand founder is busier than ever. Woods’ now-husband, Knicks center forward Karl-Anthony Towns, helped secure a championship for the NBA team in June, with a little assistance from Woods.
An orange handbag from her company Woods by Jordyn — now dubbed the “Lucky Bag” — quickly became a superstition and symbol of good luck for the Knicks, who won each game Woods brought the clutch to. With the 2026-27 NBA season kicking off on Oct. 20, the internet waited with bated breath to see if she could pull off the feat for the second year in a row. But Woods wants to issue an important disclaimer — “I’m not superstitious until the playoffs.”
As part of preparing for an undoubtedly busy time of year between her business owner responsibilities, work as a creative director and supporting her husband from the front row courtside, Woods is turning to an unassuming and traditional wellness boost: a flu shot.
Partnering with Walgreens for its “Don’t Get Benched by the Flu” campaign in New York City’s Herald Square, Woods serves as the face of the preventative measure, one she refers to as a “no-brainer.”
“I am exposed to so many different things and people, and my schedule’s pretty crazy right now,” Woods told WWD in a conversation ahead of the one-day pop-up on Monday. Open to the public, the activation featured an interactive basketball bench, photo opportunities and the chance to book a flu shot appointment.
“It’s important for me to stay in the best health and protect myself and the people around me,” Woods adds, encouraging people to do their research and determine what’s best for their bodies.
When it comes to nonnegotiables in her own personal wellness routine, Woods finds she doesn’t have any, “just because [her] schedule is so crazy.” With the time she does have, she aims to “keep [her] health in the best state,” whether that’s through taking vitamins, getting enough sleep or staying hydrated.
Hydration, in particular, is something that Woods tries to incorporate into her routine as much as she can, “internally and externally.” Especially when traveling, it’s the “little things” that matter most to Woods, such as doing a face mask or using eye patches.
While the world is privy to the lore of the Lucky Bag, there’s another superstition Woods followed during last year’s playoff season, this one taking place in private.
“I don’t know why everything becomes such a routine and superstition, but it works,” says Woods, who recalls her friends and her trying to find lucky patterns to recreate. This year, she plans on it being a “health-conscious decision rather than something like taking a shot.”
“I definitely had to film my Get Ready With Me [videos], regardless of where I was or what it was,” Woods says. “I had to film it, whether I was planning on posting it or not, even if I only had 20 minutes to get ready.”
The videos that do make it onto Woods’ social media platforms — across which she has approximately 13.5 million followers — have viewers begging for more.
“People have been commenting, ‘You should do your own brand one day,’” Woods says when talking about expanding her business into the beauty and wellness industry. “As much as I know the space is a little overpopulated, it doesn’t mean you can’t do it if it’s something you’re really passionate about.”
Woods continued to say it “would be a dream” to expand into the beauty space and believes she will when the timing is right. In the meantime, Woods has been working as chief creative officer of Gloss Lab, a lifestyle brand still in the early stages of development that specializes in balms and creams. When it comes to her own (hypothetical, for now) beauty line, Woods isn’t sure yet if her products would be of a similar nature or if she might choose to expand into a whole new space.
For the moment, Woods and her team are trying to “catch their breath” after a two-day Woods by Jordyn pop-up store in New York and a well-received clothing collaboration with “Love Island” star Aniya Harvey. Woods teased upcoming news in the springtime, after the chaos of Black Friday and taking the time to complete some philanthropic initiatives over the holidays.
But fear not, the Lucky Bags, which Wood says people continue to want variations of, will not be going anywhere. “I’m definitely going to keep making them,” Woods says. As for the pressure of continuing to provide the city’s beloved team with good fortune? “The pressure is what you make it,” Woods says. “I’m not allowing the pressure to exist.” Spoken like a true champion.
