Nike opens first regional Jordan boutique in The Dubai Mall

Fans of basketball legend Michael Jordan turned out in force on June 29 for the opening of Nike’s Jordan store in The Dubai Mall. The boutique, which houses Jordan-themed trainers and apparel for men, women and children, is the fourth of its kind worldwide after New York, Chicago and Hong Kong. While the retired 53-year-old NBA sportsman didn’t make a personal appearance, photographs and memorabilia from his sparkling career are a permanent fixture in the store.

LED screens and digital touch pads allow consumers to learn more about the 6.6ft star and explore the range.

The store’s wooden floors resemble that of a basketball court. On the walls are six of Michael Jordan’s most iconic size-13 shoes, including the VI, XII and XIII models. Available for customers to buy this season are pairs of Nike’s new Jordan Ultra Fly – available in black and aquamarine, Dh699.

“The design of them will really speak to fans.” says Oliver Pressinger, head of sales for Jordan and Nike Basketball in the Middle East. “In the future, there will also be limited items that will be only available at this store – for training, performance basketball and lifestyle – all the categories of Jordan’s. Knowing that athletes in the Middle East really have a passion for the brand, we want to bring them something special.”

Shoppers can also customise T-shirts bought in-store with motifs such as Jordan’s player number 23, his MJ initials and iconic “slam dunk” pose.

Jordan, best known for playing for the Chicago Bulls and Washington Wizards, first teamed up with Nike to launch the brand’s Air Jordan trainers in 1985. The athlete has been described by the National Basketball Association as one of the greatest players of all time and he has been credited with increasing popularity in the sport over the decades.

“There’s a nice saying at Nike that goes ‘If you have a body, you’re an athlete’,” says Pressinger. “So for us, that means athletes are everyday people and they are the ones who will be visiting the store in Dubai.”

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rduane@thenational.ae