Canada: Jordan Brand comes to Canada with new flagship store


Jordan Brand officially has a permanent home in Canada, with its new store in Toronto joining a list that only includes Chicago, Hong Kong, Paris and Dubai.

In addition to a thriving fashion culture, the case for choosing Toronto is clear: It’s a popular travel destination, the Toronto Raptors are a well-respected NBA basketball franchise, the city has a diverse population, and don’t forget Toronto-born rapper Drake — a Jordan Brand ambassador, who continues to collaborate on highly sought after Air Jordans and apparel. There are also a growing number of Canadian faces in the NBA.


Nike Inc.’s Jordan Brand is building on the success of its pop-up store at the same location (306 Yonge Street) in the heart of downtown at Yonge and Dundas, which opened during NBA All Star weekend in February 2016. The store helped Toronto pull off an event that was hailed as a big success, despite frigid temperatures that didn’t stop Air Jordan lovers young and old from lining up for hours, if not days, for a chance to buy exclusive footwear.

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Sneaker lovers have been waiting for the location to open permanently, and now they’ve got their wish. But the store caters to much more than people willing to spend hundreds of dollars on retro basketball shoes, offering Toronto-themed apparel for locals and tourists alike, customized shoes and clothing, a large section catering to kids, a training facility for athletes, and even a mini barbershop.

Jordan Brand continues to be a staple for consumers across the globe, as it expands its product offerings through collaborations with artists like KAWS, high-end footwear that retails for $500 or more, and more traditional offerings like a pair of flip flops, or tennis and football gear.

Why is Nike expanding its Jordan store locations amid an increasingly challenging retail environment due to increased competition and the growth of online shopping? Part of the credit should go to Toronto and Canada. The popularity of sneakers is also likely at an all-time high. But the rest of it is in the numbers.

Jordan Brand revenue rose 18 per cent to US$2.8 billion in fiscal 2016, double that of Nike Basketball, which grew just two per cent. Impressive numbers like that should make this new store a slam dunk.

The Jordan store opens at 6:23 a.m. on Saturday to commemorate both Toronto’s nickname (The 6) and Michael Jordan’s infamous jersey number.

Source: Financial Post 


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