Connect with us



Jordan Brand Opens New Retail Concept Store, World of Flight, in Sanlitun, Beijing

Jordan Brand has opened its first World of Flight (WOF) concept store in Sanlitun, Beijing

The opening of Jordan World of Flight Beijing Sanlitun unveils the pinnacle expression of World of Flight globally. It stands at the forefront of streetwear and basketball culture, inspiring deeper consumer connections and is a platform to demonstrate the universal language of the Jumpman. This is a natural continuation of the WOF journey for Jordan Brand as we continue to shape our strong global momentum. 

The store opened its doors in Sanlitun North, a hub for luxury, and will be the Brand’s first NSO door in Greater China.The layout of the space immerses the consumer in the past, present, and future of Jordan Brand through design and storytelling. It is the premiere expression of the Brand through WOF – and our first multi-floor WOF store. Floor one of the space, “the court,” is for authentic love of the game, while floor three is rooted in basketball culture, and an outlet for self-expression and personal style.  

Jordan World of Flight Beijing Sanlitun is the brand’s tribute to basketball culture. The venue was designed to inspire and empower deeper connections with the Fearless Ones, showcasing the international power and resonance of the Brand while encouraging self-belief. Jordan World of Flight represents the best of Jordan’s global product, style and sport innovation. 

Greater China’s Distinction in Marketplace


Jordan Brand’s commitment to the Greater China market, consumer and community is unparalleled in its global journey. From the Brand officially entering the Greater China market in 1997; to Michael Jordan’s legendary visits in 2004 and 2015; to the signing of Guo Ailun and Yang Shuyu; to its continued commitment to supporting and amplifying basketball culture, Jordan Brand’s realized a strong growth trajectory in Greater China. With the opening of this new World of Flight location, the Jordan Brand  aims to provide the community and local consumer a portal into the Jordan Brand world like never before.


The new store marks the debut of the World of Flight retail concept in Greater China, strengthening NIKE, Inc.’s investment in the region and shaping the future of Jordan Marketplace. The arrival of Jordan World of Flight Beijing Sanlitun is a signifier of Jordan Brand’s global growth, particularly in Greater China. The store is positioned in north Sanlitun, the distinguished business area in Beijing and China, and sits among with numerous well-known fashion brands, underlining Jordan Brand’s identity as a premium brand.


The design of Jordan World of Flight Beijing Sanlitun has its roots in the Brand’s legacy and is a tribute to basketball culture. The design obsesses craftsmanship through the creative filters of “elevation”, “juxtaposition” and “boldness”. 

Jordan World Of Flight Beijing Sanlitun integrates the local architecture element of 京砖, the flooring material used in the Forbidden City, in the portal and center court area. Jordan Brand also engaged Chinese & China-based artists to reimagine the court and layer in exclusive stories of Beijing. Artists took inspiration from the city for their creations, seen in the Footwear Lounge art, local court photography throughout, creative installations, and art-inspired basketball backboards to deepen local storytelling for the Fearless Ones.

The 4-story location allows for a unified and immersive retail and basketball culture experience.


In this store, consumers will encounter a distinct ambiance that sets it apart. Jordan World of Flight Beijing Sanlitun will feature the best in Jordan streetwear and performance product, including the launch of the Jordan Brand Wings collection, hyperlocal product, and exclusive workshop and product launch experiences.

To provide a more intuitive shopping experience, products will be primarily categorized as Streetwear or Sport, allowing consumers to shop more easily based on occasions and interest. Jordan World Of Flight Beijing Sanlitun provides an elevated Men’s, Women’s and Kids assortment, including apparel and footwear product exclusive to the store. Styling rooms allow for try-on and fitting sessions.

The hyperlocal offerings add the finishing touch. The Jordan local artist series will feature product co-created with Chinese street artists, presenting a contemporary expression of GC’s youth culture using Jordan franchise products as the canvas. Jordan World of Flight Beijing Sanlitun offering the first Jordan artist pack in local artist series in collaboration with Chinese street artist Xiaoye, aka. 小野比利, a Beijing-based illustrator, and basketball and football lover. 

Jordan Wings Collection is the first Jordan-only, non-collaborative Jordan luxury streetwear collection and will be first globally launched here. This collection is Jordan Brand’s most pinnacle product expression to date. The whole collection pays respect to Jordan Brand’s heritage and iconic status in sport, culture, and style.


  • The Center Court

The Center Court stands out not only as a premium retail experience with its thorough product selection and display, it also includes art pieces and video content dedicated to basketball culture and the Jordan Brand universe.

  • SNKRS Pick-up

A dedicated WOF-only service window will create an elevated and celebratory pick-up experience for members. SNKRS Pick-up will also drive an in-store SNKR App experience through a content series, launch calendar and a preview of high-heat product.

  • Jordan Heritage Wall

The Jordan Heritage Wall is the heart and soul of the store, grounding visitors with the heritage of the Brand. It features iconic artwork and photography that reflects Michael Jordan’s legacy and timelessness.


Jordan World of Flight Beijing Sanlitun’s Workshop is focused on inspiring and guiding the Jordan Brand consumer. It features a hands-on personalization experience that provides consumers an “Only at World of Flight” opportunity to make their Jordan product uniquely their own.

  • Footwear & Apparel Personalization and Customization 

A customization service that allows consumers to personalize their Jordan Brand footwear and apparel through AJ1 hot stamp embossing, dubraes and aglets engraving and apparel bonding patches.

  • Jordan World of Flight Beijing Sanlitun Exclusive Brand Accessories

Offering includes exclusive accessories that nods to Jordan brand heritage and delivers its past, present and future simultaneously.

  • Hyperlocal Artist In-store Artwork Tee

The Workshop offers elevated hyperlocal artist product, leveraging the local artwork present in store to create exclusive product for consumers to purchase.

  • Sneaker Preservation 

The Workshop will offer cleaning products and tutorials for consumers to help care for their Jordan Brand product.


Written By

MADE for the W is a lifestyle platform creating inclusion for women’s sports + sneaker culture


Jordan Brand Wings x Role Models: Air Jordan 1 Mid Subway


Made for the W & LidsHD Drops Second WNBA Fitted Hat Collection


Jordan Brand Wings x Role Models to Launch New Air Jordan Shoe





Copyright © 2020 #MadefortheW.
Made for the Modern Sneakerhead. All Rights Reserved.
Made for the W is not affiliated with NBA, WNBA, NCAA or any other Professional Sports Organization. Any mention of such is for player reference only.