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Nike opens first Jordan World of Flight store in Japan

Nike Inc. on Saturday opened the doors to its first-ever Jordan World of Flight store in Japan, opting for the nation’s capital Tokyo to bring the basketball brand to life via a new, immersive boutique.

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Located in the Shibuya district, along Meiji Dori Street, the 9,200-square-foot space is a designed “as a tribute to basketball culture and Jordan Brand’s identity and heritage,” according to a press release.

Inside, visitors will find Jordan brand footwear and apparel products across men’s, women’s and kids, as well as customizable products including the AJ1 and the Renegade jacket.

The new Shibuya store also has a dedicated ‘Snkrs’ area; a lounge, which offers a space for members to immerse themselves in Jordan Brand history and basketball culture; and an innovation center, providing an opportunity for visitors to test new offerings and experiences.

Elsewhere, a content studio allows shoppers to film unboxings and reviews, and create content to share via social media.

The Jordan Japan store opening comes on the back of the Jordan World of Flight opening in Milan, in December.

“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, Jordan brand.

“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.”