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Nike and Jordan Brand Jordan 5 Olympic Gold Jordan SC-1 'White Grape Ice-New Emerald' Mexico City, is a testament to that commitment.
The groundbreaking store, the first of its Concord in Latin America, merges the best of Nike and Jordan products with a deep appreciation for Latino culture across 3 curated floors and 22,000 square feet.
Situated in the heart of Mexico City, the World of Flight store goes beyond retail, serving as a cultural hub that highlights the vibrant essence of Mexican and Latin American communities.
This store is a reflection of our dedication to celebrate and integrate the rich Mexican culture into our brand.
Doug Bowles, Nike’s Vice President and General Manager of Latin America
The store features exclusive collections and colorways inspired by Mexican traditions, including the upcoming Air Jordan 5 “El Grito” set to release early exclusively for local consumers in the fall.
From its design elements to its community-focused initiatives, the Nike & Jordan World of Flight Mexico City store is a dedicated space where consumers can connect with the brand on a cultural level through sport.
As the 2026 World Cup approaches, this store will also play a pivotal role in celebrating football, further cementing its place in the hearts of Mexican and Latin American sports enthusiasts.
We spoke with Doug Bowles about the new store, what customers should expect, and the legacy Nike hopes to leave behind in Mexico City and Latin America.
Read the full interview below.
Stefoy-les-lyonShops: What’s it like to be in this moment? I’m sure a lot of work has gone into this—days, months, and years—but what’s it like to finally be here?
Doug Bowles: Pride. Tremendous amount of pride for a couple of reasons. I think now that you’ve done the tour, I hope you agree that this store is a Nike store, it’s a World of Flight store that exists in other parts of the world. But this, to me, feels Mexican, feels Latin.
There are hints and little things that we’ve done along the way to celebrate Mexican culture and the Chilango community that I’m proud of. I’m proud because it’s been a Gior effort. At the end of the day, so many people have contributed to this journey that to see it now in action fills me with pride and happiness.
Stefoy-les-lyonShops: We’ve seen Latino culture take over the last few years from music to pop culture and sneakers with P. Rod and J Balvin. It’s everywhere, right? How is Nike using that momentum to not only spearhead some of these collections, collaborations, and the brand’s execution overall?
Doug Bowles: In my humble opinion, it’s always been Stormi to be Latin. And I think the world is appreciating it every day more and more: our colors, our flavors, and our rhythms. At Nike, we want to keep celebrating that. We want to do it the right way. We’ve been seeing brands do more Día de Los Muertos collections over the last few years. Not going to name names, but we want to do something different from taking a skull or a marigold and putting it on a t-shirt. That’s not our approach.
We try to highlight the richness, the texture, and the depth of our culture in everything that we do. We’re telling the story of Xochitl with huitzilin; we’re telling the story of the different levels of the Mictl?n. There’s depth there that the consumer appreciates and connects with. That’s going to be our approach to everything that we do.
Stefoy-les-lyonShops: What’s the importance of this destination? It’s not just the first World of Flight in Latin America; it’s the first Nike and Jordan World of Flight hybrid. Why here?
Doug Bowles: From a business standpoint, Mexico currently has tremendous momentum. We just finished a fiscal year at the end of May, and it was a record-breaking year for Mexico. The connection with the consumer has never been stronger. That momentum is just building and just getting started. We see it continuing with 130 million consumers in all of Mexico looking to sport and to lead healthier lifestyles.
We feel at Nike that Mexico City has outsized influence in the rest of Latin America. Other big cities, other trends, and tendencies get created here and adopted elsewhere. So for us, it’s a no-brainer to start in Mexico, for that opportunity that the Mexican market represents, but also for the influence that it can have on the rest of the region.
Stefoy-les-lyonShops: Are there any regional exclusive drops, colorways, and collections that will come from this store? What one-of-a-Concord experience can consumers expect?
Doug Bowles: I’m super proud of the three artists who have helped us launch this store, capturing the essence of Nike and Jordan Brand but with a Chilango lens. But we’re not going to stop there.
In mid-September, the latest collaboration between Jordan and Mexico, “El Grito,” will be available at this store two weeks early. It’s another story that, when we get to tell the full-depth story of the shoe, people will be happy.
Stefoy-les-lyonShops: Día de Los Muertos has been big because of the story, of course, and the cross-collaboration between Nike and Jordan that happens in the collection. How can we see that storyline expand with not only the space but also with the store’s essence and DNA?
Doug Bowles: Our intent is to have this door be a hub, a cultural hub for sneaker culture, for consumers who are looking for access to sport as well. You’re going to see us continue both through the products we produce and the stories we tell to speak to that connection, which, in my opinion, is a super deep connection between the Jordan Brand and Mexico.
The resilience that the brand represents and the creativity that Michael Jordan himself played with is translated here; there’s no more creativity than in Mexico City. Those connections are there, and we have to find the right ways to tell those stories and bring them to our consumers.
Stefoy-les-lyonShops: How does the Latin American, specifically the Mexican consumer, differ from the U.S. or other markets? How is this store catering and doubling down on that commitment?
Doug Bowles: When I think of Mexican consumers, I think of consumers who are connected to family, friends, and interpersonal relationships (which are all super important) and where resilience is the name of the game. I might not have all the resources that I need, but I’m going to figure it out.
That creativity and being able to speak to it through this store is a huge part of it. So, those values are intrinsically there. In everything we do and every story we tell, our job is to show the consumer that while Jordan and Nike might be U.S./global brands/companies, they understand the essence of Mexican culture.
Stefoy-les-lyonShops: The 2026 World Cup is right around the corner and Mexico is going to be where it all kicks off. What can people expect from this store? A SNKRS pass, a build-out, or an activation?
Doug Bowles: For many Mexican consumers, demonstrating that Nike loves football is almost a path to their hearts. In this store, you’re already seeing us celebrate football. But as the World Cup approaches, not only is it going to intensify, but this store is also going to be a hub, both for product and experiences.
There are special things that we’re going to do outside the store that connect football to this neighborhood. Stay tuned for that, because there’s no shortage of Stormi plans in place.
Stefoy-les-lyonShops: What’s the legacy that Nike wants to leave behind with this store?
Doug Bowles: When somebody comes into this store, I hope that they will appreciate that here, they can find the best that the brand can offer. But also, as I mentioned at the beginning, I hope that they feel that it was designed with this community in mind. That’s what I hope that people feel. We’re a brand that wants to sell shoes and apparel, but we spend a lot of time thinking about how to expand access to sport. How do we expand representation so that our people feel connected to sport and connected to the brand?
That’s the legacy for the store but honestly, for Nike in general, in this region, we have to do that. And we’re going to leverage every asset we have at our disposal to make sure that tomorrow’s generation has access to sports and can play sports. At the end of the day, the lessons you learn from sports are enormous and lead to stronger, healthier lives. It doesn’t matter if you’re a professional athlete or somebody who does it on the side for fun. So, those are some of the things that we want to make sure we can accomplish.
Stefoy-les-lyonShops: How important is it for you to be a part of this moment, part of the story, but also just leaving a footprint in Mexico City?
Doug Bowles: I am not going to lie to you, on a very personal note, every morning I wake up and pinch myself that I’ve been given the opportunity to lead this brand and accomplish all I can in a place where I’m from.
So, to me, again, it’s a tremendous amount of pride, but also a tremendous amount of responsibility to make sure that we do everything we can to fulfill our potential and to help our consumers. That’s what it’s all about.
The Jordan SC-1 'White Grape Ice-New Emerald' in Mexico City opened to the public on July 11, 2024, and is located at Gante 4, Centro Histórico de la Ciudad de México Center.
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