Photo courtesy of Nike
Jordan Brand brings the Windy City a shopping-meets-training store for aspiring young athletes. Reflecting on the legend and dedication of basketball championship Michael Jordan, the shop, dubbed “Station 23,” aims to offer something modern, customizable and challenging.
Chicago first embraced Michael Jordan as its own more than 30 years ago. The player turned champion, has since been designation “Greatest Of All Time” or “GOAT” to fans. On October 24, the Jordan brand opened 32 South State Street in Chicago, a crisp retail experience linking the GOAT heritage to the future of Jordan Brand.
Dubbed Station 23, the new South State Street store aims to provide elite high school athletes from the local community to a pinnacle retail experience. These young athletes, looking to take their game to the next level, can shop and train in a one-stop, cutting-edge and modern designed shop.
One unique feature is the training lab, created with Michael Jordan’s own commitment to training in mind, which incorporates workout sessions by some of the most talented trainers in the Chicago area. It also features digital training stations, a basketball court and a premiere strength and conditioning facility.
Station 23’s customization booth is another stand-out zone, where fans are able to put personal touches on Jordan Brand apparel and footwear. On site machines provide custom vinyl applique, patches and direct to garment image printing.
In partnership with Footaction, the store operates as a pinnacle retail experience, celebrating the performance, style and soul of the brand.
Grand opening festivities included appearances by Jordan Brand family members Jimmy Butler, Alshon Jeffery, Jabari Parker and Dexter Fowler, who led local Chicago high school teams through basketball training sessions. Local artists and influencers, including Hebru Brantley, Don C and Fugscreen, brought the heritage and passion of Chicago culture to life, while rapper and Chicago-native, Twista, treated fans to a high-energy performance.
The buzz around Station 23 has built momentum, being the second Jordan Brand retail location to-date, with the added acclaim of its location in Chi-town. The hashtag #FromChicagoForChicago is currently being used by fans and athletes to show their excitement for the location.