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Nike Bets Its China Comeback on Michael Jordan’s New $1,000 High-Tops

The sportswear giant is betting on Jordan brand’s latest ‘World of Flight’ retail concept in Beijing to kickstart sales in the region, amid increasing competition from home grown players Anta and Li-Ning.
The 360-square-metre store, named “World of Flight”, is set to open on Dec. 16 in Milan.
Nike is betting on Jordan brand’s latest ‘World of Flight’ retail concept in Beijing to kickstart sales in the region, amid increasing competition from home grown players Anta and Li-Ning. (Shutterstock)
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Cashmere ponchos, lambskin bras and $1,000 Air Jordans. A 1,000-square meter retail homage to Michael Jordan in Beijing’s trendiest neighbourhood. Affiliations with China’s domestic basketball elite and limited-edition Jordan collabs with local street artists.

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