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World of Flight Store Opens in China

A retail concept celebrating basketball culture, NBA legend Michael Jordan and one of Nike’s most important brands has opened the doors to its newest location.

Jordan World of Flight (WOF) has opened a nearly 11,000sq ft store in Sanlitun, a bustling neighbourhood in Beijing’s Chaoyang District. Featuring best-in-class Jordan streetwear and performance products, the WOF concept made its debut at the end of 2022, in Milan, Italy, followed by locations in Tokyo and Seoul, South Korea.

Spanning four storeys, the Beijing store has a sleek, modern look, with silver walls. It is designed to be purposely distinct from other retail outlets in the area, according to a Nike statement.

A “centre court” area on the first floor doubles as a product showcase as well as an art installation dedicated to Jordan Brand history. A “heritage wall” grounds visitors in the legacy of the brand through iconic photography and artwork.