American giant Nike unveils a bold new project : the opening of a « Jordan World of Flight » store in Milan, Italy, dedicated to its Jordan brand. Celebrating the heritage and future of streetwear and basketball culture, this high-end store is a new state-of-the-art retail concept.
Craig Williams, president of Jordan Brand said : « The opening of Jordan World of Flight is a truly exciting milestone for Jordan Brand. With ‘World of Flight,’ we are unveiling a destination centered on our basketball heritage and culture. This new retail experience positions us to continue our growth journey as a brand and deepen our connection with our consumers. »
Located on Milan’s legendary ‘Via Torino’, the store spans 363m².
It features Jordan Brand footwear and apparel for men, women and children. Customers can also enjoy a relaxing moment in a private lounge. This location also allows consumers to immerse themselves in the archives of Nike and the Jumpman brand. « Jordan World of Flight Milan » invites the community to experience Jordan Brand firsthand by offering access to the latest products as well as customizable product offerings, convenient digital checkout experiences and Nike and SNKRS members-only events.
This 1st « Jordan World of Flight » shop is rooted in the community around it and highlights the connections between the region and basketball culture. Local materials were used for the construction and local artists were used for the design. Stefano Summo is one such artist, an Italian illustrator whose love of hip-hop music, film and sports inspired the work that can be seen in the store. Artwork, paintings adorn the walls, and photographs by Tom D. Morgan, based in London and Paris, are displayed in the doorway. This photographer has been a Michael Jordan fan since the mid-90s. He remembers waking up at 4 a.m. to watch « His Airness » play. His ‘Environments’ project was shot in 10 European cities for Nike, to highlight local basketball events and celebrate the community.
The Jordan « World of Flight » store in Milan opened on Friday, December 16, 2022. Enjoy the experience if you are in this world fashion capital !
