Jordan Brand, a line of basketball shoes produced by NIKE, has officially opened its first World of Flight (WOF) store in Beijing, China.
Opened on 23 March 2024, the new store is located at 15 North Sanlitun TaiKoo Li, Chaoyang District, Beijing.
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Jordan WOF Beijing Sanlitun spans 1,000m² across 4 storeys, each showcasing a mix of Jordan streetwear and performance products.
The store design features local architectural elements such as a flooring material also used in the Forbidden City.
The store serves as a tribute to the brand’s legacy in China, with the Centre Court and Heritage Wall celebrating Jordan Brand’s history through art installations and iconic photography.
The top floor houses a premium lounge for the basketball community and the Jordan Brand family.
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By GlobalDataThe brand also collaborated with local artists to create art pieces for the store, and the Jordan local artist series features products co-created with Chinese street artists, including limited-edition items that reflect contemporary Chinese youth culture.
Jordan WOF Beijing Sanlitun also offers convenient pick-up experiences, product customisation and member-only events.
The store also offers exclusive products such as the Wings collection, while a workshop enables customers to personalise their Jordan products with services such as Air Jordan I hot-stamp embossing and apparel patching.
Jordan Brand president Sarah Mensah said: “Jordan Brand has always shared a special relationship with China. 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.
“Jordan World of Flight stores worldwide, including Milan, Tokyo and Seoul, are being embraced by consumers and we are excited to extend this innovative retail concept to our consumers in China.
“The unveiling of Jordan World of Flight Beijing Sanlitun is a pivotal moment for Jordan’s global strategy, signalling a new chapter for the brand’s expansion and innovation in China furthering the brand’s international presence.”
In February 2024 Nike announced it will be laying off approximately 2% of its workforce – more than 1,600 jobs – as the demand for its products faces challenges.
