Michael Jordan Brand Store’s 1st Canadian Location Revealed


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*UPDATE: This store opens at 6:23 am on Friday, February 12, and will stay open 24 hours/day until 6:23pm on Monday, February 15 for the NBA Allstar Weekend. Here’s what the store looks like inside: Inside Michael Jordan’s First Canadian Store.

Our Original December article where we broke this story: 

Nike recently announced that it plans to open a Michael Jordan Brand store in Toronto. According to a City of Toronto application, the new store will be on Yonge Street, steps north of Dundas Street. 

With municipal address 306 Yonge Street at Atrium on Bay, the 15,000 square foot Michael Jordan Brand store will locate in a two-level space formerly occupied by fashion retailer Guess, which closed its store last year. Next to Jordan is Forever 21 and across the street is a busy Adidas store. Further south is one of North America’s busiest pedestrian intersections, Yonge and Dundas, with CF Toronto Eaton Centre located immediately to the south. 


Plans show a three-level retail space with a basement level dedicated primarily to storage, as well as a hallway for shoppers leading into the concourse level of the Atrium shopping centre.  The store’s ground floor will feature a doorway from Yonge Street, retail space, and a stairway leading to a second level. A 1,200 square foot, 40-person ‘workout space’ will be on the second level, according to plans, as well as retail space, a ‘retail lounge’, and multiple washrooms — three with showers. 

Michael Jordan Brand’s first store opened in late October in Chicago’s Loop. Shoppers began lining up outside the State Street location the night before and 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 Chicago store is a partnership with Footaction, featuring a hand-painted mural of Jordan’s dunk from the free-throw line and other artwork dedicated to Jordan. Products in store feature a trademarked Jordan “Jumpman” silhouette, as opposed to the Nike swoosh. 


In the Chicago store, 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 is 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 the general public. Station 23 also includes a customization area that allows customers to personalize apparel purchases. 


There’s no word yet if the 1,200 square foot Toronto workout space will be branded as ‘Station 23’. 

Craig Patterson
Craig Patterson
Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, former lawyer and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.



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