Starting in the 1980s, Nike morphed from a humble sneaker maker to a force in pop culture, thanks to promotional campaigns with its basketball spokesman, Michael Jordan.

For Nike’s first Canadian Jordan store, located next to Toronto’s Eaton Centre, Montréal’s Aedifica worked with New York-based retail brand strategist Set Creative to create an immersive experience.

Outside, the 15,000-sq.-ft. store’s façade brandishes Jordan’s logo. Inside, the finish palette of grey-painted brick walls and exposed concrete and steel flatters shoppers into imagining they’re eavesdropping inside the locker room and gym of a basketball team.

A scoreboard, a large mural replicating Michael Jordan’s dramatic 1986 Wings poster, and a barbershop corner reinforce the impression.

Modular display cases and flexible lighting allow for partial clearing of the space so that shoppers can try the regulation-height net near the entrance.

On the third floor, local athletes can work out in the weight-training gym.

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