Nike (NKE) is doubling down on its Michael Jordan-branded merchandise, opening a new store in Chicago on Saturday that will be dedicated entirely to the Jordan Brand, according to the Associated Press.
By 2020, Nike intends to double sales in the Jordan Brand division to $4.5 billion. Jordan’s “legend transcends sport and culture across gender, age and geographies,” Nike CEO Mark Parker told the Chicago Tribune, adding that the Jordan legend opens a “world of opportunity for one of the world’s greatest brands.”
The Chicago store will feature products in all four of the brand’s categories: basketball, training, sportswear, and kids. That’s an expansion from the Jordan Brand’s previous focus on male basketball players. In the coming years, the brand also intends to unveil a women’s shoe line, the Tribune reported.
Nike intends to replicate the Michael Brand store with others in New York, Los Angeles, and Toronto. Nike already has one Jordan Brand store in New York, Flight 23, which was the first of the company’s planned expansion.