LOS ANGELES — If you want to cop some kicks, or lay down a hot 16-bar verse, then the Jordan Brand pop-up, called Studio 23, is the place to be during NBA All-Star Weekend 2018. Located just outside of downtown L.A. in Little Tokyo, the two-level space houses the freshest new Jordan products, as well as a music studio experience co-created with Interscope Records.
“M.J. [Michael Jordan] transcended the game of basketball into culture, into art, into music. That’s what this space is really about,” said Sarah Mensah, general manager of Jordan Brand North America. “As we look to set the higher standard of greatness, it’s about that intersection between that culture of the game of basketball and the culture of, in this case, L.A.”
The pop-up opens to the public on Friday, but Jordan has a few requirements to get in. Folks who RSVP’d through the app commonly used for the brand’s events can only enter with a valid middle school, high school or college ID. So don’t expect anybody’s moms or pops to be navigating the venue. This weekend, Jordan is dedicated to catering to the youth and embracing a new generation of the brand’s athletes, apparel and consumers.
In the entryway of the space hangs the official black-and-white All-Star Game jerseys, which, for the first time in NBA history — and since Nike officially launched Jordan Brand in 1997 — feature the Jumpman logo. The next room is home to a retail space, where creative customization is not only welcome but encouraged. On-site tailors and local artists are around to help tinker with the apparel: bomber jackets, hoodies, fanny packs and more.
It’s also hard to miss the “Recording In Session” sign that leads upstairs, where you’re greeted by the Jumpman logo next to the iconic Interscope “i” on the wall of an area that appears to be taken straight from the record label’s headquarters. Multiplatinum plaques, from Dr. Dre’s The Chronic to the Eminem’s The Marshall Mathers LP, are mounted around two studios, where real live producers are there, and ready, to work on tracks for anyone bold enough to enter with a pad and pen.
Oh, and don’t forget about the sneakers. Jordan’s latest releases are on display and available for purchase, including Drake’s Air Jordan 8 OVOs (in two colorways, black and white), as well as both the “Black Cement” and “Free Throw Line” Air Jordan 3s.
“It was 30 years ago that MJ did that iconic dunk from the free-throw line. There’s that group of folks that understand what the ‘Free Throw Line 3’ is all about. But this space is not just about that,” Mensah said. “This space is about the current Jordan athletes we have. Folks like Russell Westbrook, the reigning MVP, Kemba Walker, LaMarcus Aldridge, Jimmy Butler. That’s the future generation, and it’s really on us to look to those guys to really lead the future and see the new standard for greatness.”