A unique store concept by Nike in honor of basketball culture

09.05.2023

by Sven Reck

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.

Basketball culture as a leitmotif for store design

The Jordan World of Flight store in Tokyo from the outside; Copyright: RK

Jordan Brand celebrates basketball culture like no other brand in retail with the 854-square-metre World of Flight space located in Shibuya. With the Jordan World of Flight Shibuya flagship store, Nike developed a sanctuary for basketball and sneaker fans, which is a genuine eye-catcher with a closed facade and a digital signage tunnel entrance.

The red lit entrance tunnel; Copyright: RK

As soon as customers enter the store, they are greeted with a special entrance tunnel that mimics the entrance onto the playing field in an NBA arena. With lots of light and LED animations behind frosted glass panes, Nike attracts basketball enthusiasts to the store.

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The World of Flight Store inside; Copyright: RK

“Alongside a best-in-class retail assortment, World of Flight is a manifestation of the full potential of the brand. By connecting with people around the world through the values the Jumpman represents, we hope to create even deeper ties to our consumer and underline the culture that unites us all,” said Craig Williams.

Personalization and exclusivity: brand marketing

The entrance area of the store with the best products; Copyright: RK

Right at the door, Jordan showcases the brand's best footwear and apparel products for men, women and children. Features of Jordan World of Flight Shibuya include the Content Studio, premium products and a personalization station with workshop. In the workshop, there will be the opportunity to customize products such as the Air Jordan 1 and the Renegade Jacket. Tutorials on lacing, care and maintenance of shoes are also offered.

The SNKRS area for Nike members; Copyright: RK

Jordan World of Flight will also serve as a base for innovation: Nike premium club members can test new offers and experiences. The store has a dedicated SNKRS area where customers can pick up their purchases from the SNKRS app. With the app, Nike members get insider access to current styles, events, and Nike's most exclusive releases.

The Flight Lounge in the Store; Copyright: RK

Nike members also have the opportunity to make themselves comfortable during their stay in the Flight Lounge. This is a separate area in the store decorated with iconic images and memorabilia from Michael Jordan's career, where members can sit back and chat about the history of Jordan and basketball culture. Graphic designer, Jordan collector and enthusiast Katsu added a special touch to the Flight Lounge by providing items from his extensive collection.

Various artworks, matching the basketball culture on the walls; Copyright: RK.

Jordan Brand commissioned local artists to showcase their work throughout the store. Their works illustrate the city's connection to the basketball culture. Each of them brought their own style, which is reflected, for example, on the walls behind the checkout area and in the changing rooms, which are embellished with paintings.