It’s the moment we’ve all been waiting for. This Saturday, for the first time ever, Jordan Brand will be opening its doors to its first permanent store in Toronto. 306 Yonge first opened in 2015 during the NBA All Star weekend, as a pop-up that left much to be excited about.
Curious eyes do double takes and try to peek through the pristine glass walls. Large security guards block off the doors to passersby.
On Wednesday afternoon, we were able to get an exclusive preview of what Toronto will be seeing in the next few days.
A basketball net hangs above the entrance door. No joke, jaws dropped. The inside of the store was epic - an enormous Jumpman hangs from the ceiling in the centre of the space. Perfectly pristine fixtures are positioned over the floor, which is designed to look like a basketball court built to real specs relative to the net we walked under. Like, if there were basketballs, it would take all of me to not grab one and try to pull up from tree-az before the tour started.
Straight ahead, we see a wall of glass lined with rows of sneakers. These are the releases for this weekend. Serious heat is dropping, so if you missed out on Royals/Breds/Black Toes... well, here is your chance. Zoom IN!
On the right side of the store, is a massive mural of MJ's iconic "Wings" photo. Below this, is a glass display of Jordans I-XXX in all OG colourways. If you've never seen an OG in the flesh, here is your chance. These are not for sale.
On the left side of the store, is a section featuring apparel highlighting Toronto and its local neighbourhoods and cities. The theme in here is 4-1-6 (peep the blue tee below).
In the back of the store, behind the sneaker release wall, is the customization lab where customers will be able to customize products given an array of options. We spent a little too much time in here colouring (oops).
Downstairs, is a Jordan kids only space. It also has its own customization lab for the kids to design their own apparel or just colour which our team seemed to love. Lots of heat restocking there too.
Throughout the store, you will see artwork on the walls, all created by local artists.
Following our tour, we made our way upstairs to CENTRE23, a private training hub inside the store. Special workout sessions will be led by Jordan trainers Alvin Maniquis co-founder of Myodetox Performance and David Sims, former NFL player.
We got geared up and then we got WORKED.
Top: (similar) Jordan 23 Tech Short-Sleeved Training Top, $48 at Nike.ca
Shorts: Jordan 23 Alpha Knit, $55 CAD at Nike.ca
Tights: Jordan AJ All Season Compression Three-Quarter, $42 CAD at Nike.ca
Socks: Jordan Elephant Print Crew Socks, $20 CAD at Nike.ca
Shoes: Jordan Trainer 1 Low, $170 CAD at Nike.ca
After the workout, we came back to our lockers to another outfit - a lifestyle look to go home. CENTRE23 is fully equipped with personal showers (WITH THE AESOP, none of that crappy stuff!) a barber's chair for fresh cuts, and a TV to chill and play PS4.
If you made it this far, thanks for reading our first post. We'll be at the private housewarming party tonight - be sure to follow along on our Instagram. Stay tuned... you'll be seeing more of us!
Opening Day (Saturday): 6:23AM-9PM. Regular hours resume on Sunday.