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Translated by
Nicola Mira
Published
Nov 24, 2016
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Jordan opens Parisian flagship store

Translated by
Nicola Mira
Published
Nov 24, 2016

Jordan's first European flagship store is now open to the public, after Wednesday's preview event, when sneaker aficionados were treated to the exclusive models designed for the inauguration.

The US brand was created in the mid-1980s, as Nike joined forces with basketball legend Michael Jordan, and now operates a 120 m2, twin level store in Paris, opened in partnership with Footlocker. The store is located at 12 rue du Faubourg Saint-Antoine, close to place de la Bastille.


Jordan's Parisian flagship store has six shop windows - Jordan


The connection between Michael Jordan and Nike is emphatically showcased inside Jordan Bastille, where an entire wall displays a selection of signature sneaker models, from the 'Air Jordan 1', launched by Nike in 1985, to the latest 'Jordan XXXI'.

Jordan Bastille also offers customer a digital environment with the Jordan Flight Lab, an 'immersive device' allowing the Nike group's brand to enhance the customer experience in-store. To add further appeal to the brick-and-mortar shop, Jordan also offers a customisation service for shoes and apparel.


The brand promises its customers an 'immersive experience' - Jordan


The Paris store is expected to act as a European testing ground for Jordan, for whom Nike has very ambitious plans. There is no doubt that if the Paris store will prove successful, other Jordan shops will pop up in Europe's major cities.

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