Nike Opens First U.S. 'World of Flight' Store in Philadelphia to Boost Jordan Brand
Nike Inc. has unveiled its first U.S. 'World of Flight' flagship store, dedicated to the Jordan Brand, in Philadelphia. This move is part of Nike's strategy to rejuvenate the brand following a revenue drop in 2025 and to capitalise on the city's rich sports culture.
The new store, named 'World of Flight', will offer the widest assortment of Jordan Brand footwear and apparel, along with special events and 'high-heat' product drops. It is set to open in a city that boasts strong ties to Michael Jordan and is home to Jalen Hurts, the Eagles' star quarterback and Jordan Brand ambassador.
Despite a 16% revenue drop in 2025, Nike has shown resilience. In the first quarter of 2026, revenues increased by 1% to $11.7 billion, beating analysts' expectations. North America sales also rose by 4% to $5 billion, with wholesale revenues up 7% to $6.8 billion. The recently launched NikeSKIMS brand contributed to this growth, with direct-to-consumer sales more than doubling and a 30% increase in average ticket sales.
However, not all brands performed equally. Converse sales decreased by 27% to $366 million, and Nike Direct revenues fell by 4% to $4.5 billion. Nike CFO Matthew Friend has warned of greater headwinds in the coming second quarter, with revenues expected to fall in the low-single digits.
The opening of the Jordan Brand World of Flight store in Philadelphia is a strategic move by Nike to reinvigorate the brand and tap into the city's vibrant sports culture. Despite mixed results across its brands, Nike has shown strength in the first quarter of 2026, with increased revenues and positive responses to new initiatives like NikeSKIMS. The company remains vigilant, however, as it braces for potential challenges in the coming quarter.
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