Long queues have become common around Bonifacio Global City in Taguig. For milk tea, for burgers, and even for potato chips, people line up for the hype and for premium products. And when you put those two elements in the sneaker language, they lead you to one thing - the Jordan Brand.
That's why when the first-ever Jordan Brand store in Southeast Asia opened its doors, sneakerheads were quick to queue up.
Upon entering the store, you're greeted by the biggest collection of Jordan products you'll find in the country. The sneakers are front and center, with their men's, women's and kids' apparel having their own respective sections.
What I described might be something that's common among all sporting brand stores. But what sets the Jordan store apart is the undeniable touch of Filipino culture infused into it. On the walls of the store are paintings and artworks of Filipino artists Veejay Villafranca, Jaime Pacen, Raxenne Maniquiz and AJ Dimarucot.
Tucked in the corner of the store is Custom 23, where consumers can customize shoes and shirts. They can choose from classic Jordan logos to exclusive Filipino-themed designs made by the brand's featured local artists.
"This is definitely one of the most sought-after parts of the store. People always want to bring home a part of their experience in the store so this is where they go," said Rafa, Elevated Services Coach for Jordan Brand Philippines. "What's exciting about it is that we'll be having new designs from our artists every now and then."
Being inside the Jordan Store is an experience in itself. One special part of it is the Heritage Wall, where every sneaker from the Jordan 1 to the Jordan XXX is displayed. Each one has a corresponding QR code that leads you to the history of the sneaker. Notice how six of the sneakers are clad in gold? Those were the shoes that MJ wore in his championship-clinching performances.
And of course, one of the biggest highlights of the store is the display of the Jordan IV "Manila", a sneaker with only 150 numbered pairs existing around the world. Pair number 23 is kept in store as a mark of the first-ever Jordan Brand Store in the region.
"The first thing people ask is why it's green. That actually represents the tropical islands of the Philippines. The designed believes that the country still has a lot of hidden gems and that's what the sneaker represents," explained Prince, Training Partner and Product Coach. "On the outer sole is where you'll find the colors of the flag; and on the box, you'll really see the Filipino touch."
After circling the store countless times and drooling over the sneakers, we thought we were done. That's when we were led to mirror doors that open to a staircase. These brought us to the Flight Deck, a court on top of the store.
It wasn't just a court. It was a homebase for the Filipino passion for art and basketball. "Jordan wanted to provide something special to Filipinos. Something that would be very true to them," shared Rafa. "The design was developed by Swiss artist Grotesk. But it was local artists JP Pining and Kayo Cosio who executed the art."
The store had its soft-opening last November 30, where media and personalities were invited to experience the store. It was opened to the public last December 3 and since then, there hasn't been a time where there wasn't a line of people trying to get in. The store implements an appointment system, but when there are no-shows, they allow walk-ins. However, one must be smart in his time inside the store as customers are only given 45 minutes per visit.
The Jordan Brand Store in Manila has only been opened for two weeks and yet it has registered record-breaking sales. But more than that, it's the customer experience that it prides itself on. We also got word that they sometimes get unannounced restocks of classic and highly sought-after Jordan sneakers. So, make sure you schedule your visit soon.