The hallowed basketball brand paves a new retail direction with a bevy of in-store-only services.
Yesterday in Hong Kong’s bustling Central financial district, Jordan Brand held the grand opening event for the largest flagship store to open yet in Asia, Jordan 8 Wellington. Within its 4,000-square-foot interior were multiple tributes to the defining moments in the journey of the world’s greatest basketball player, Michael Jordan, in the form of “The Icons” series — most notably, an art installation created from 29 golden pairs from the entire Air Jordan I-XXX collection. The effect was akin to something of a small museum dedicated to Jordan Brand, and a new pilgrimage site for the most ardent of the brand’s fans.
Also apparent were many elements specific to Hong Kong, such as an art piece created by local artist Michael Lau of the Jumpman logo made from golden statuettes of Michael Jordan in close arrangement. The dazzling result symbolizes solidarity, triumph and fortune, and floats above a silhouette of the Chicago skyline in an homage to Michael Jordan’s roots.
Jordan 8 Wellington will also act as a physical platform for Jordan Brand Services, which combines online service, a retail environment and lifestyle elements to create a brand new customer experience. As the largest Jordan Brand retail store in the Greater China region, every Jordan.com member can enjoy shoe repair and apparel customization services at Jordan 8 Wellington, marking a significant milestone in the development of the Jordan Brand experience. In the near future, Jordan Brand Services will be rolled out to the brand’s outposts in other cities worldwide.
Jordan fans will be able to bring their well-loved sneakers to the store to be taken care of by the Detail My Jordans program. There, a sneaker repair specialist will buff up your sneakers to near-new condition, ensuring many more years of service from your Jordans.
While trying out a new pair of Jordans in-store, premium members will be taken through a number of basketball training drills on an interactive wall display, which hopes to aid in finding the perfect model for each individual’s specific needs.
Lastly, premium members will be able to pre-register in-store or online for hyped Jordan Brand releases, sign up for apparel customization services, or attend Jordan Flight Camp basketball training and product education sessions.
For a better look at Asia’s largest Jordan-only store, check out the video teaser below.
Jordan 8 Wellington
2-8 Wellington St
Central, Hong Kong