Jordan Brand set to launch Toronto-centric popup for All-Star weekend
Toronto's rise as a basketball hotbed will be further cemented when the 2016 NBA All-Star host city opens up its highly anticipated Jordan Brand pop-up store on Friday.
The shop, which will be located in the heart of the city's downtown core at the corner of Yonge and Dundas Streets, will be open 24 hours a day throughout All-Star weekend. In a clever twist, the doors will open to the public at 6:23 a.m. Friday, and close at 6:23 p.m. Monday - 6 for Toronto, 23 for His Airness.
As of Wednesday afternoon, there was already a line of hoops junkies forming at the doors, ready to brave two nights worth of bitter cold to be the first ones in the door Friday morning.
Jordan Brand gave media a sneak peek at some of the bells, whistles, and benefits the store has to offer on Wednesday.
A mural paying homage to Toronto, 6-focused gear, and a plethora of customization options related to the city quickly lets shoppers know how committed the brand was to making the shop as Toronto-centric as possible.
The aforementioned mural includes an ode to Toronto's "Hogtown" moniker, hockey culture, and the 1995 launch of the hometown Raptors, among other illustrations.
There's also an interactive virtual gaming area where ballers can test their skills with a variety of offensive and defensive drills, including ball handling and defensive footwork.
With Jordan himself the muse (even the elevator's interior is adorned with the No. 23), there's a running leaderboard - think arcade style - that's meant to bring MJ's legendary competitiveness to the retail experience, as the store's staffers put it.
One thing sneakerheads will definitely notice is the "best of" wall, where the Jordan team collaborated to pick the best white version and colorway of each edition of Air Jordans, from Air Jordan 1 through 30.
For those who signed up for the 'Snkrs Xpress' treatment for the weekend, the real treat is downstairs in the 306 Underground. There, members will find a customization area where they can lounge around a TV, or even get an appointment with a barber in the back.
As for that complimentary customization, members can choose from a bevy of options, including artwork from Canadian cartoonist (Adventuretown) Michael DeForge, inspiring photos of basketball courts from around the city by Toronto photographer Jamal (Jayscale) Burger, and even some icons made by Jordan Brand itself, to tug at local heartstrings.
An example? Jordan's six rings donning a hand signaling The 6.
For those that don't see themselves getting inside the pop-up shop during what figures to be a chaotic All-Star weekend, the Toronto store will reopen for good later in the year.