Nike has opened its first basketball brand store Jordan World of Flight (WOF) in China at Beijing Sanlitun, following the launch of the Tokyo location last year.

The 1000 sqm store in the Chaoyang District spans four levels and is home to streetwear and performance items. The Beijing Sanlitun store marks Nike’s fourth Jordan WOF store after Milan, Tokyo Shibuya and Seoul Hongdae.

“Jordan Brand has always shared a special relationship with China,” says Sarah Mensah, president of Jordan Brand.

“The unveiling of Jordan World of Flight Beijing Sanlitun is a pivotal moment for Jordan’s global strategy, signalling a new chapter for the brand’s expansion and innovation in China furthering the brand’s international presence.”

Featuring a distinctive design from other retail stores in the area, each floor of the store features art pieces by local artists, highlighting contemporary China’s youth culture. 

The brand said the entire store is a tribute to Jordan Brand’s legacy in China. While The Center Court on the first floor doubles as a product showcase as well as an art installation dedicated to Jordan Brand history, The Heritage Wall illustrates the legacy of the brand through iconic photography and artwork.

The top-floor lounge serves as a meeting spot for the Jordan Brand family and the local basketball community.

The store offers ‘The Workshop’, which provides personalisation services, including Air Jordan I hot-stamp embossing, aglet engraving and apparel patching.

The brand’s luxury streetwear line, Wings Collection, will also be available in-store.

Further reading: Nike’s VP of SEA and India talks cutting-edge sport hub in Singapore.