Nike plans to open its new Michael Jordan Brand concept store in Canada, following the launch last week of the brand’s first location. Located in Chicago, the flagship capitalizes on the mystique of the former Chicago Bulls star. Products in store feature a trademarked Jordan “Jumpman” silhouette, as opposed to the Nike swoosh.
Shoppers began lining up outside the 32 South State Street Chicago location the night before it opened. Remarkably, some shoppers travelled from as far away as Baltimore and Las Vegas to stand in line for the opening. The 36,000 square foot multi-level store is a partnership with Footaction, features a hand-painted mural of Jordan’s dunk from the free-throw line and other artwork dedicated to Jordan. All of the product in the store has “been curated and chosen specifically by Michael,” according to Sarah Mensah, general manager of Jordan Brand North America. Decor includes game-worn sneakers, murals, and elephant print engraved door handles. The store’s second-level features ‘Station 23’, a 3,400-square-foot gym that will be accessible to invited guests only, with an emphasis on young athletes who live in the Chicago area. Those who are granted access may receive exclusive jerseys and have the chance to try out new sneaker models before anyone else. Station 23 will also include a customization area that allows customers to add a personal twist to apparel purchased in store via patches, graphics, and more.
Nike says it plans to open a Jordan Brand store in Toronto, as well as in New York City and Los Angeles. Nike hasn’t indicated if the Toronto location will be nearly as large as the Chicago store, or if it will feature Station 23 and other features.
A source at Nike indicates that successful operations could see the concept roll out across North America.
Jordan Brand will also begin making footwear for women, according to Nike. Currently, women’s goods on the brand’s website are limited to bags, hats, visors, handbags, scarves and socks.
All photos courtesy of Nike.