Retail in Asia


Nike unveils China’s first Jordan World of Flight store in Beijing

Jordan WOF Beijing

Sportswear company Nike has opened China’s first Jordan World of Flight (WOF) store in Beijing, marking the first of the Jordan concept store in China.

The concept store currently has locations in Milan, Tokyo Shibuya, and Seoul, with the Beijing store set to present basketball culture in an immersive retail setting.

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Spanning over 1,000 square meters and encompassing four stories, WOF Beijing Sanlitun, situated in the bustling Chaoyang District, will offer Jordan streetwear and performance products.

Source: Nike

The store’s design also offers an homage to Chinese heritage, with the first floor incorporating an architectural element called “京砖,” the same flooring material found in the historic Forbidden City.

Source: Nike

The store’s Center Court on the first floor serves as both a product showcase and an art installation, paying tribute to the rich history of the Jordan Brand.

The Heritage Wall acts as the focal point of the store, featuring iconic photography and artwork that encapsulate the essence of the brand.

Source: Nike

On the top floor, a premium lounge (pictured above) awaits, serving as a gathering space for the local basketball community, while also hosting exclusive shopping experiences.

The store’s Workshop floor offer customisation services. Source: Nike

Local artists have been engaged by Jordan Brand to create unique art pieces on each floor, infusing the store with their creative touch. These artistic influences can also be found on the store’s products. The Jordan Local Artist series, in collaboration with Chinese street artists like Xiaoye, showcases limited-edition tees that serve as a contemporary representation of China’s vibrant youth culture.

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WOF Beijing Sanlitun offers convenient pick-up experiences, customisable products, and member-only events. Coveted products including the Wings Collection, the pinnacle of luxury streetwear within the Jordan Brand lineup, are also available.

On another floor, “The Workshop” provides a hands-on personalisation experience, allowing shoppers services such as Air Jordan I hot-stamp embossing, aglet engraving, and apparel patching.