Header image: Photo by Ethan Hoover
The new World of Flight store by Jordan Brand opened in Philadelphia on October 10th, presenting the company’s pinnacle retail concept. The brand created under the Nike umbrella in 1997 to honor the legacy of the best basketball player of all time, Michael Jordan, has therefore opened a new chapter in its development. The retail set in the heart of the city will be the company’s sixth flagship location after Nike & Jordan World of Flight Mexico City and stores in Milan, Seoul, Tokyo, and Beijing, which opened in 2022, 2023, and 2024, respectively.
However, this will be the first store in the US, with many more to come in the company’s ambitious expansion plan. Philadelphia was selected for a reason. Jordan Brand’s co-founder, Larry Miller, was born and raised in Philly, and the brand’s notable athletes, NFL quarterback Jalen Hurts and NBA guard Jared McCann, both play for the local teams, the Philadelphia Eagles and Philadelphia 76ers. But most importantly, this is the place where Michael Jordan played his last game before retiring.
More than just a shoe store
The storefront will honor Philadelphia’s hoop community and rich sports history by providing special products, collections, storytelling, and experiences. More than just a store, World of Flights Philadelphia aims to elevate local athletes, artists, creators, and fans. The Jordan Brand will foster connections with the fans through an array of events, curated co-creation opportunities, and exclusive product drops.
The brand already worked with local humanitarian partners such as the Jalen Hurts Foundation, which empowers communities by empowering the youth. In 2015, the brand announced its first class of Wing Scholars program in Philadelphia. The project provides education, mentorship, and support for young people from disadvantaged backgrounds, while elevating Michael Jordan’s legacy.
The grand opening party
Jordan Brand’s World of Flight Philadelphia opened at 1617 Walnut Street on October 10th at 10 am. The opening was followed by a public Jordan Brand Block Party, which started down the street at 4 pm. Jalen Hurts appeared at the public opening party hosted by local musicians DJ Jazzy Jeff and Freeway. The store opening attracted large groups of admirers who formed a line in front throughout the night in hopes of getting exclusive merchandise.
The choice of location has an extensive history of its own, considering that the store fills a Beaux Arts building from the early 1900s. Listed at the Philadelphia Register of Historic Places, the 104-year-old building had to be restored before opening. The space spans two floors, the first of which features artworks from local artists and memorabilia dedicated to Michael Jordan’s final game in the City of Brotherly Love. Digital display of clips featuring Jalen Hurts hangs from the first-floor ceiling while his collection of shirts and hoodies with the Love, Hurts slogan spans across the floor. Winter, women’s, and kids’ apparel is also on the first floor. The second floor is dedicated to sneakers, featuring new releases, golf shoes, and other recognizable Jordan Brand commodities.
Photo credit: Nike
