First Look: Nike’s First Jordan-Exclusive Store Opens in Japan

Nike is cashing in on its massive Jordan fan base by opening a store in Japan that will exclusively feature the brand. The 9,200 World of Flight Shibuya store, located on Meiji Dori street by the Harajuku trade zone (one of the busiest retail destinations in Japan), opened this March. 

Paying tribute to basketball culture, the new experiential store features several interactive elements, including a content studio where consumers can film unboxings and reviews and share videos across their social platforms; a workshop space where they can access educational tutorials on shoe lacing, care, and preservation; and a SNKRS area that takes loyalty to the next level.

Within SNKRS, Nike members will be able to test new offerings and experiences, picking up their winnings they’ve earned on the app. Additionally, within a Flight Lounge area, members can connect with each other and learn more about the history of the brand. Within The Workshop, shoppers will be able to access customizable products, such as the AJ1 and Renegade jacket. 

The new store also features murals by local artists, showcased behind the main desk and in fitting rooms. This new store closely follows the opening of Jordan World of Flight Milan, which launched in December 2022.

• Also read: Nike Using Consumer Polling In Product Development For ‘Full-Circle’ Experiences

“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, in a statement.

Williams added that World of Flight is a manifestation of the full potential of the Jordan 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.”

Retailers have recently jumped on the opportunity to introduce immersive experiences, either in-store or through virtual reality and metaverse-like experiences. 

Starbucks, for example, opened a three-story, 23,000 square-foot Reserve store inside the Empire State Building this past November. Experiences include guided tasting flights, craft cocktails, exclusive merchandise, and more. 

In October of 2022, Pacsun also launched a specialty store — one that showcases its new brick-and-mortar vision by integrating Pacsun’s physical and digital efforts. The store features components that directly connect its social and digital channels, such as streaming video that shows seasonal campaigns and content from social channels.