First Look: Nike debuts new retail concept for Jordan brand

Nike’s newest retail concept celebrates basketball culture and a sports icon as well as one of the company’s most important brands.

Nike’s Jordan Brand has unveiled World of Flight, opening an approximate 4,000-sq.-ft. store on trendy Via Torino in Milan, Italy. The shop carries Jordan Brand footwear and apparel for men, women and kids, and will also boost exclusive items.  (The Jordan Brand makes up over 10% of Nike’s overall revenue.)

“Jordan World of Flight Milan invites the community to experience Jordan Brand firsthand, offering access to the latest product as well as customizable product offerings, convenient digital pickup experiences, and Nike member–only events, like elevated SNKRS pickup experiences,” the company stated.

The centerpiece of the stylish-looking store is the “Flight Lounge,”  where customers can explore the roots of the brand. Photographs of Michael Jordan’s career and related imagery accent the circular space, along with displays of Jordan products.

Digital screens are located throughout the store, engaging customers with the brand and offering previews of upcoming product drops. The fitting room area features oversized iconic Jordan imagery.

The store also features a customization area, where Nike-member shoppers can personalize  Air Jordan 1 and Flight Jackets. Personalization of Jordans is available for regular shoppers.

The store is grounded in the surrounding community, featuring a design that promotes the work of local artists and creators. Local materials were used as a part of the store buildout, and local artists created art and murals throughout that tell the stories of local basketball courts and teams, the surrounding community as well as Jordan folklore.

Additionally, London and Paris-based photographer Tom D. Morgan’s work is on display throughout the space.  A Jordan fan since the mid-’90s, his “Environments” project was shot in 10 cities across Europe for Nike, showcasing and capturing local sports arenas and celebrating the community around them.

“Opening Jordan World of Flight represents a truly exciting milestone for Jordan Brand,” said Craig Williams, president, Jordan Brand. “With World of Flight, we unveil a destination centered in our heritage and basketball culture. This new retail experience positions us to continue our growth journey as a brand and deepen our connection with our consumers.”

While World of Flight represents a new retail concept, the Jordan Brand already operates stores in Asia and is expected to open its first units in the U.S. next year. 

Nike has been busy opening new formats and concepts around the world. In September, the athletic apparel and footwear giant opened the first North American location of Nike Rise, at Aventura Mall, Aventura, Fla.  The opening “signals the next stage of our retail expansion in North America as we scale across the U.S. in 2023,” the company stated in a release.

Earlier this year, in July, the first-ever Nike Style store opened, in Seoul, South Korea. 

[Read More: First Look: Nike debuts another new store concept]