First Look: Nike’s Jordan Brand opens World of Flight store — in China
A retail concept celebrating basketball culture, NBA legend Michael Jordan and one of Nike’s most important brands has opened the doors to its newest location.
Jordan World of Flight (WOF) has opened a nearly 11,000-sq.-ft. store in Sanlitun, a bustling neighborhood in Beijing’s Chaoyang District. Featuring best-in-class Jordan streetwear and performance product, the WOF concept made its debut at the end of 2022, in Milan, Italy, followed by locations in Tokyo and Seoul, South Korea.
Spanning four stories, the Beijing store has a sleek, modern look, with silver walls. It is designed to be purposely distinct from other retail outlets in the area, according to a Nike statement. The first floor incorporates a local architectural element, 京砖, which translates to English as "Beijing Brick." It is the same flooring material used in the Forbidden City.
A “center court” area on the first floor doubles as a product showcase as well as an art installation dedicated to Jordan Brand history. A “heritage wall” grounds visitors in the legacy of the brand through iconic photography and artwork.
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Photo courtesy of Nike. -
Photo courtesy of Nike. -
Photo courtesy of Nike. -
Photo courtesy of Nike. -
Photo courtesy of Nike. -
Photo courtesy of Nike. -
Photo courtesy of Nike.
Another store offering, “The Workshop,” provides a hands-on personalization experience that gives shoppers an exclusive opportunity to customize their Jordan products. The customization options include Air Jordan I hot-stamp embossing, aglet engraving and apparel patching.
The top floor is home to a lounge featuring artwork and memorabilia celebrating Michael Jordan’s career. It will host special shopping experiences and serve as a gathering place for the local basketball community as well as the Jordan Brand family.
On every floor, Jordan Brand engaged local artists to create art pieces, signature touches which also appear on the store’s product. The Jordan Local Artist series highlights products co-created with Chinese street artists. The Jordan products, like limited-edition tees, give artists a canvas to present a contemporary expression of China’s youth culture, according to Nike.
The new World of Flight also offers access to convenient pick-up experiences, member-only events and exclusive products.
“China’s love for the game of basketball runs deep, and we’re thrilled to open Jordan World of Flight Beijing Sanlitun as our pinnacle expression of basketball culture and Jordan Brand at retail,” said Sarah Mensah, president, Jordan Brand. “The unveiling of Jordan World of Flight Beijing Sanlitun is a pivotal moment for Jordan’s global strategy, signaling a new chapter for the brand's expansion and innovation in China furthering the brand’s international presence.”