Jordan opens first European store in Paris
The Jumpman is rising to new heights, as Jordan, the brand born from the alliance between basketball legend Michael Jordan and Nike, is affirming its independence.
The Jordan label made a transition from the basketball courts to streetwear, and last year it opened its first flagship store in Chicago. It has then expanded internationally, opening new stores in Toronto and in the heart of Hong Kong. In the USA, Jordan has also opened a series of stores, labelled Flight 23, in partnership with the Footaction chain.
On 24th November the brand will set up shop in Paris, working together with Footlocker, whose staff will look after the commercial side of the business. Jordan's first European flagship store will open at 12 rue du Faubourg Saint-Antoine in Paris, premises that were formerly home to a furniture store. The 290 m2 store extends over two levels and is located very close to Place de la Bastille, on a shopping street that is increasingly sought after by international fashion labels, among them Carhartt and G-Star.
The shop is called Jordan Bastille and will showcase the brand's footwear and apparel range. For the launch, a series of exclusive models will be available for the fans. The venue will also offer the opportunity to customise merchandise, and will feature a digital area to boost the basketball experience.
Nike's strategy of growing the number of Jordan flagship stores and diversifying the product range stems from the brand's objective of reaching a revenue of $4.5 billion in 2020, approximately twice as much as the 2015 figure.
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