Jordan World of Flight store in Milan
What: The basketball brand, Jordan, has opened a new retail experience in Milan.
Why it is important: The brand strengthens and expands its relationships with local sports and fashion fans by using local-focused interventions. Its market entry also signals the potential for basketball-targeted brands to find success with Italian brands.
Jordan has opened a new retail concept, Jordan World of Flight, in Milan. The shop is 363 square meters and is located at Via Torino. With basketball becoming increasingly popular in Italy, the brand seeks to build a deeper connection with its community by spotlighting the history of basketball and Jordan's relationship with the sport.
The design of the store is inspired by the area's connection to basketball culture, featuring work from local artists and creators such as Stefano Summo who created murals that tell the story of local basketball courts and teams.
The space offers access to the latest products and customization, a digital pickup experience, Nike Member-only events, and a members' lounge showcasing historical basketball content. Additionally, the store will have exclusive and archival Jordan brand footwear and apparel for men, women, and children.
Jordan World of Flight store in Milan