All-Star weekend isn’t strictly about the on-court activities, it also revolves around the many sneaker industry events and launches that coincide with the NBA’s showcase event. For those old enough to remember, the All-Star weekend was when Nike launched each new iteration of the Air Jordan – a tradition that Jordan Brand have now gone back to themselves.
With that being said, it made sense that one of the highlights of Toronto’s weekend hosting the league’s finest was 306 Yonge, the four-day long pop-up consumer experience that served up limited edition product and much more.
From the time it opened to the public at 6:23am on Friday, until closing at 6:23pm on Monday, there was a constant stream of people in-and-out of the store, with many braving sub-zero temperatures to line up for their chance to purchase some of Jordan Brand’s latest offerings including, the White/Cement IV’s, the “Master’ XII’s, and for the lucky ones, the OVO collection and the Just Don II’s.
Following the success of the All-Star weekend opening, 306 YONGE, Canada’s first Jordan-only retail location, has announced plans to reopen this summer on a permanent basis. In partnership with Foot Locker, the permanent space will expand both its footprint and new customer experiences that build upon the opening weekend buzz at All-Star, which included the above mentioned shoe drops, and visits by Jordan Brand members – including, Carmelo Anthony, Russell Westbrook, Jimmy Butler, Chris Paul and of course, the G.O.A.T: Michael Jordan.
The permanent space is expected to open later this summer. No concrete date has been set, but keep stay tuned to starting5online for more info as it develops. In the meantime, you can recap some of the weekend’s events by scrolling through the images below.
All images courtesy of Jordan Brand