First Look: Nike’s new World of Flight store celebrates, elevates Jordan brand

Nike’s new store dedicated to one of its most important brands is a tribute to basketball culture and the identity and heritage of Michael Jordan.

On the heels of opening its Milan flagship late last year, the Jordan Brand has brought its World of Flight retail concept to Tokyo, opening a 9,200-sq.-ft. store in the city’s Shibuya busy district. The ultra-modern space is designed to embody the culture and spirit of Tokyo, while keeping basketball culture at the forefront.  

The store features best-in-class Jordan Brand footwear and apparel products across men’s, women’s and kids, a customization station, a content-creation studio for shoppers and a SNKRS pick-up services for Nike Members (Nike’s loyalty program.)

Entering the store, shoppers are greeted with an entry portal that mimics entering the court in an NBA arena. Once inside, artwork, photos, special memorabilia items in the exclusive “Members Lounge” and the layout showcase the brand’s bonds to the sports icon as well as the surrounding community. The store is filled with artwork by local artists whose work reflects the city’s connection to basketball culture. 

“Following the launch of Milan, Jordan World of Flight Shibuya provides another unique expression of basketball culture,” said Craig Williams, president, Jordan Brand. “Tokyo serves as the perfect backdrop, a city that is constantly pushing the edges of innovation, fashion, music and art.”

“Alongside a best-in-class retail assortment, World of Flight is a manifestation of the full potential of the Brand,” Williams continued. “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.”

Nike has been busy opening new formats and concepts around the world. In September 2022, the athletic apparel and footwear giant opened the first North American location of Nike Rise, at Aventura Mall, Aventura, Fla. The opening “signals the next stage of our retail expansion in North America as we scale across the U.S. in 2023,” the company stated in a release.

And in July 2022, the first-ever Nike Style store opened, in Seoul, South Korea.