Next week, Nike is slated to debut its first U.S. Jordan Brand’s World of Flight store — a new concept it’s rolling out globally — in Philadelphia, the city where its new star ambassador Jalen Hurts plays football.
The flagship store at 1617 Walnut St., a historic beaux arts building constructed in the early 1900s, is scheduled to open Oct. 10, Nike said Thursday. The space has been vacant for about five years, and Nike has a separate Factory Store in the Fashion District mall in the city.
The new brick-and-mortar site will be Jordan Brand’s sixth flagship location, and its grand opening kicks off a plan to expand the brand, inspired by NBA legend Michael Jordan, to cities across the country.
The Philadelphia announcement follows the 2024 opening of Nike & Jordan World of Flight Mexico City and World of Flight openings before that in Beijing, Seoul, Tokyo and Milan.
Beaverton, Oregon-based Nike is taking action to climb out of a slump and revitalize its offerings. It has faced rougher competition in the sneaker segment from rivals such as Hoka, which offers an alternative to Nike’s designs. Nike just debuted an underwear label, NikeSkims, in partnership with entrepreneur and reality TV star Kim Kardashian.
World of Flight is a store concept that showcases “premium Jordan Brand product collections, styling, storytelling and experiences in a warm, soulful space,” according to Nike. Its launch is part of a wave of retailers using exclusive sneaker releases and themed collections to attract shoppers to their stores.
Home of hoops
Nike described Philadelphia as “an enduring hotbed of hoops heritage” as the hometown of the 76ers.
“Opening our first World of Flight door in the United States in Philadelphia, where Michael Jordan played his last game and Jalen Hurts is redefining greatness on the football field, is emblematic of the stories, legacy and achievements we continue to create and uplift,” Sarah Mensah, Jordan Brand president, said in a statement.
The Philadelphia store will host community events, exclusive product drops, a curated co-creation experience — where customers can choose elements to incorporate into their purchases — and the broadest available assortment of Jordan Brand footwear and apparel, according to Nike.
Jordan played the final game of his NBA career in Philadelphia in 2003, in an away game as a member of the Washington Wizards. And Jordan Brand co-founder Larry Miller was born and raised in the city.
New brand ambassador
Most recently, Jordan Brand has forged partnerships with Eagles quarterback Hurts and 76ers guard Jared McCain. Hurts, named the Super Bowl’s most valuable player this year after the Birds won their second championship, struck an endorsement deal with Jordan Brand two years ago. Now he’s been featured in the sneakers’ commercials and has helped popularize its “Love, Hurts” tagline.
“I think it is amazing that Jordan Brand chose Philadelphia for its first World of Flight store in the U.S. — it is a city that has shown me so much love and deserves the best,” Hurts said in a statement. “Jordan Brand has done so much work supporting youth and organizations in the Philadelphia community over the last 10 years, and now World of Flight is going to be a special experience for everybody that comes through.”
This store opening in Philadelphia is happening as the future of the original Nike flagship in Chicago is in jeopardy. A developer is looking to build a 498-unit residential tower on the site. Nike Town, which helped Air Jordan soar in popularity, debuted there in 1992.