A unique store concept by Nike in honor of basketball culture
by Sven Reck (exclusively for EuroShop.mag)
Last December, the first Jordan World of Flight store opened in Milan. This concept aims to celebrate the legacy and future of the basketball culture. The next opening quickly followed in March 2023. This time, the brand presents itself in Asia, more precisely in Tokyo, in the Shibuya district of the Japanese capital.
“Following the launch of Milan, Jordan World of Flight Shibuya provides another unique expression of basketball culture. Tokyo serves as the perfect backdrop, a city that is constantly pushing the edges of innovation, fashion, music and art,” said Craig Williams, President of the Jordan Brand.
In addition to Jordan’s renowned footwear, apparel, special offers and Jordan Word of Flight store experiences, the Content Studio is a unique selling point of the Shibuya store. It is the first of its kind for Jordan Brand and one of the most exciting and dynamic areas in the store. There, customers can film unboxings and reviews and create content to share on their social networks.