It's official - Jordan Brand now has a home in Canada. Yesterday, the doors opened to 306 Yonge the first Jordan flagship outside of the United States. The store features an open concept with sections devoted to different collaborations - Public School and OVO - along with a heat wall of classic Jordan silhouettes. There's a hearty mix of performance, like the Jordan XXX, along with a Skill Performance section that lets you test our their new performance silhouette. There are Toronto branded tees that feature the AJ1 on a skate and the CN Tower and our many languages. The entire stockroom is incased with glass so not only can you pick up your pair from the wall, but you can see what's actually in stock. There are no back door deals in the shop!
Downstairs is the 306 Underground - Jordan's customization centre. There are multiple options for customization including sweats, tees, and dri-fit shirts, ranging from $42-$185 Canadian. You can choose embroidery or screen printing from various Canadian artists including Toronto photographer JayScale. You get to watch your items being created right in front of you and the entire experience is well curated. In the Underground space there's a barbershop, coffee and tea and of course, plenty of swag to check out. My favorite part of the entire experience is how well Jordan Brand has embraced Toronto - thanks to the hockey jersey pins, the Toronto signs, the inclusion of Toronto artists - the 6ix is finally on the footwear map in a real, authentic way. It makes me proud of a Toronto sneaker kid at my core.
Check out more images of the 306 Yonge and 306 Underground below. I'll bring you everything from the best of #ALLSTARTO so stay tuned for updates here on and on my social media - @shegotgame on Twitter and Instagram and shegotgame85 on snapchat.
Photos courtesy of Jordan Brand and Jennifer Toole.