Jordan World of Flight Debuts In Milan, A New Retail Concept
World of Flight is the future of Jordan retail: a destination to celebrate the legacy and future of basketball culture.
Jordan Brand unveils Jordan World of Flight Milan, a new pinnacle retail concept dedicated to the Jordan Brand.
World of Flight is at the forefront of streetwear and basketball culture, inspiring deeper consumer connections and a platform to demonstrate the universal language of the Jumpman.
The first store, Jordan World of Flight Milan, is a 363-square-meter premium retail destination located at Via Torino, 21. The store, which opened on December 16, 2022, carries Jordan Brand footwear and apparel for men, women and kids.
Jordan World of Flight Milan invites the community to experience Jordan Brand firsthand, offering access to the latest product as well as customizable product offerings, convenient digital pickup experiences, and Nike Member–only events, like elevated SNKRS pickup experiences.
Design features of the store will be geared toward the Jordan consumer, including a Members Lounge for connection and activation.
“Opening Jordan World of Flight represents a truly exciting milestone for Jordan Brand,” said Craig Williams, President, Jordan Brand.
“With World of Flight, we unveil a destination centered in our heritage and basketball culture. This new retail experience positions us to continue our growth journey as a brand and deepen our connection with our consumers.”
The new Milan store is grounded in its surrounding community. The store’s design promotes the work of local artists and creators, is based on local community features, and is inspired by the area’s connection to basketball culture.
Local materials were used as a part of the store buildout, and local artists created art and murals throughout the door that tell the stories of local basketball courts and teams, the surrounding community, and Jordan folklore and connections to Milan and Italy. Stefano Summo is one of these artists, an Italian illustrator whose love of hip-hop music, cinema and sports inspired the work that’s seen in store.
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Additionally, London and Paris-based photographer Tom D. Morgan’s work will be on display in the door. A Jordan fan since the mid ’90s, when he woke up at 4 am to watch MJ play, his “Environments” project was shot in 10 cities across Europe for Nike, showcasing and capturing local sports arenas and celebrating the community around them.