Jordan World: A temple for the cult sneaker

„Air – The Big Shot“ starring Matt Damon and Ben Affleck – in cinemas now – is showing how Nike signed a basketball talent called Michael Jordan in the 1980s. The up-and-coming talent had not yet played a single minute in the NBA at that time and competitor Adidas had also its eye on the new star, just like Nike. The rest of Air Jordan is history – Nike built one of the most successful sports brands and is now opening dedicated Air Jordan stores.

Jordan World of Flight Flagship in Tokyo (Photo: RK/Nike)

With the Jordan World of Flight Shibuya flagship store, Nike developed a temple for sneaker fans that makes a statement with a closed facade and a digital signage tunnel entrance. With lots of light and LED animations behind frosted glass panels, Nike draws visitors and fans into the store, which could also be a museum. Nike calls it „a tribute to the basketball culture, identity and heritage of the Jordan Brand“ on 550 m² of retail space.

At the entrance, Nike presents the latest Jordan Brand sneakers and apparel. In the workshop, shoes such as the AJ1 and Renegade jacket are customised according to customers‘ wishes and tutorials on lacing, caring for and maintaining shoes are offered.

Highlights at Jordan World of Flight Shibuya include an innovation centre where members can test new offerings and the Flight Lounge, a space where members can sit back and chat about Jordan Brand history and basketball culture.

Content studio for the first time

Interaction and storytelling is essential in a sneaker temple. In the Content Studio, the first of its kind for Jordan Brand, customers can film unboxings and reviews and create social media content around Air Jordan.

Global brand with a local touch

Jordan Brand has commissioned local artists to showcase their work throughout the shop. Each of them brings a different style that is evident, for example, in the mural-inspired back walls behind the checkout and in the fitting rooms – all of which have a special connection to the brand.

Sneakers are one of the most emotional lifestyle product categories. For decades, generations have identified with sneaker models and brands such as Converse Chucks, Adidas Stan Smith or Onitsuka Tiger. In multi-brand retail, sneaker stores are among the few store concepts that still work. Snipes, Footlocker or House of Superstep are much more than just retail – they are a lifestyle, an experience.