Jordan Brand’s World of Flight Philadelphia will precede a bigger store roll out.
Nike/Jordan Brand
Jordan Brand is set to open its first U.S. World of Flight store in Philadelphia, marking the start of a planned rollout of its flagship retail format across the country.
The new location, which opens October 10 on Walnut Street, is the brand’s sixth worldwide following launches in Milan, Tokyo, Seoul, Beijing and Mexico City.
The Philadelphia store has been designed as a showcase for Jordan’s most complete product offering in the U.S., alongside limited releases and community-focused events, Nike said of the announcement.
Housed in a restored Beaux Arts building, it aims to connect with the city’s strong basketball culture, offering curated experiences that go beyond a traditional retail environment, the athleisure giant added.
“World of Flight is a direct portal to our brand and represents the pinnacle of basketball culture,” said Jordan Brand President Sarah Mensah said.
“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.”
Jordan Brand Long Term Connection
Philadelphia has long had close ties with the brand. As Mensah flagged, basketball legend Michael Jordan ended his NBA career in the city in 2003, and Jordan Brand co-founder Larry Miller grew up there. The company has also run community programs in the area since 2015, including its Wings Scholars initiative, and works with local partners such as the Jalen Hurts Foundation.
The choice of location underlines Jordan Brand’s strategy of tying its retail expansion to cities with strong sporting identities and engaged local audiences.
Chicago Bulls’ legend Michael Jordan has a ong history with Philadelphia. (Photo by Focus on Sport via Getty Images)
Focus on Sport via Getty Images
“We are looking to serve a community that’s rich in culture and also drives one of the largest basketball-demand markets in the U.S.,” Jordan Brand General Manager Jeremy Bolds added.
The opening event will include a public block party beginning at 4 pm on October 10, featuring product releases and live programming designed to anchor the store as part of the city’s basketball and cultural landscape.
Earlier this week Nike’s latest financial results pointed to modest recovery amid persistent headwinds. For the quarter ended August, the company posted revenue of $11.7 billion, up 1% year-on-year ithat beat analyst forecasts, with earnings per share of $0.49, well ahead of the Street expectations of $0.27.
Still, the numbers carried warning signs. Gross margins were squeezed by $1.5 billion in tariff-related costs, dragging margins downward even as wholesale revenue jumped 5%. The direct-to-consumer arm weakened, while China sales slipped for a fifth straight quarter.
Jordan Brand Part of Nike Turnaround
Nike Chief Executive Elliott Hill came out of retirement last year to spearhead a turnaround. Revenues were driven by its wholesale business supplying third-party stores such as Foot Locker, which itself has recently been acquired by Dick’s Sporting Goods.
The company has sought to rebuild relationships with retailers and refocus on core product lines such as performance running shoes after drifting into casual wear, plus celebrity tie-ups.
“Nike’s journey back to greatness has only just begun,” Hill said on an earnings call with analysts
Management described the recent quarter as the height of pressure from “Win Now” restructuring efforts and said that it expects headwinds to ease going forward. However, executives warned that the path ahead was unlikely to be smooth.
The launch of the Jordan Brand store is part of its ongoing attempt to reconnect with the culture of sports and especially street-based sports that carries deeper cultural resonance.