"TOKYO 23," a concept store dedicated to the Jordan Brand, has been reimagined.

• Photo_Erina Takahashi
• Text_Issey Enomoto

"TOKYO 23," located in Harajuku, Tokyo, is a concept store specializing in Jordan Brand and operated by Atmos. Marking its 10th anniversary since opening, the store underwent a renovation and held its grand reopening on July 18, 2026.

One of the biggest changes resulting from this renovation is the store’s atmosphere. In a complete departure from the previous sporty vibe, the space now features a classic, soothing ambiance centered around brown tones. With the incorporation of antique furniture and wood accents, the space has been transformed into an environment that conveys the history and elegance of the Jordan Brand.

The connection to basketball culture remains strong. The ball cases and tables are made from reclaimed materials, such as flooring actually used in gyms. The modern Japanese-style benches are topped with cushions made from materials inspired by basketball.

Japanese-inspired materials, such as incorporating igusa (bamboo grass) into the shoe walls and apparel racks, are incorporated throughout the design. This expresses the unique “TOKYO 23” remix, where elements of basketball, streetwear, classic styles, and traditional Japanese aesthetics blend together.

The store features a wide selection of Jordan Brand products, ranging from classic models to the latest shoes and apparel. It will also carry original items available exclusively at “TOKYO 23.”

It gives me that same sense of excitement as when I go to pick out an outfit for a big event.

How did people connected to basketball react to this revamp? The first person we spoke with was basketball analyst Chris Sasaki.

Chris Sasaki
Basketball analyst. After playing as a professional basketball player, he has been active in a wide range of roles, including as a commentator, reporter, simultaneous interpreter, and writer. He has served as an official analyst for the B.League since 2017.

“Jordan Brand is a brand that encourages you to be the best version of yourself. On days when I want to give it my all, wearing Jordans makes me feel like I can push myself a little further. I see it as a source of encouragement in my everyday life.”

The newly redesigned "TOKYO 23" has a boutique-like, upscale feel, allowing you to browse for your favorite pair of shoes, tops, or bottoms with the same excitement as when you’re picking out an outfit for a big occasion. I think it’s wonderful that the store is filled with that kind of excitement.

"We hope this store will serve not only as a place to purchase products, but also as a community hub. We envision conversations starting because of the Air Jordans people are wearing, which will help expand the community. It would be great if this became a place where people could not only buy sneakers, but also enjoy the experience and share their thoughts," said Mr. Sasaki.

A new permanent workshop space has also been set up inside the store. You can purchase a blank T-shirt and your favorite patch to create your very own original apparel right there on the spot.

Ms. Sasaki also gave it a try and created her very own piece.

It goes beyond the realm of sports and can be enjoyed in a wide variety of styles.

Next, we spoke with Saori Miyazaki, who plays for ENEOS Sunflowers and has represented Japan at two consecutive Olympic Games—in Tokyo and Paris.

Saori Miyazaki
Former basketball player. He played for the ENEOS Sunflowers and represented Japan at two consecutive Olympic Games in Tokyo and Paris. He retired from active play at the end of the 2025–26 season and is currently active in a wide range of fields, including sports commentary and event appearances.

"When I was an active player, I wore basketball shoes from Jordan Brand. It felt like a dream to think that the day had finally come when I could play in shoes from this brand. I often received compliments on my shoes from players overseas, which really made me realize just how special the brand is."

AIR JORDAN 1 RETRO HIGH OG ‘Love of the Game’ (My personal collection)

The phrase “Much Love and Respect” inscribed on the inside of the ankle strap is taken from the love letter to basketball that Michael Jordan released upon his retirement.

I really like today's Air Jordan 1—it has a chic color scheme and a high-quality feel. It has a different kind of appeal from the Jordans I usually wear.

"I love not just for their sneakers, but also for their apparel, which I wear as everyday clothes. One of the best things about it is that you can enjoy it in all kinds of styles, not just for sports. This store is full of wonderful items and has such a cozy atmosphere. There are so many appealing pieces that I end up wanting them all (laughs)," (Ms. Miyazaki)

I hope this will encourage young people to come visit.

To commemorate the relaunch, we’re also releasing T-shirts featuring original artwork by artist Takuya Ueoka.

Artworks by Mr. Kamioka are also on display inside the store. These vibrant pieces, created with paint and spray paint, add a sense of rhythm to the chic, brown-toned space.

"Michael Jordan is a legend to me," says Mr. Ueoka, who explains that he deliberately chose a different artistic direction for his work to contrast with the calm atmosphere of the gallery.

Takuya Kamioka
Artist. Began working as a designer and illustrator while still a student at the Kuwasawa Design School. Has created works in a variety of fields, including corporate advertising, product packaging, and music artwork.

"Since this store has deep ties to the basketball courts at Yoyogi Park, we created the graphics inspired by the colors of the courts. We hoped this would encourage the young people playing basketball there to stop by the store."

"Since the store has a calm atmosphere, I didn’t want the artwork to blend in too much, so I added a pop of color to serve as an accent. The piece, which is about 4 meters wide, feels larger than it did when I saw it in my studio, but looking at it from a distance like this, I think it turned out quite well," said Mr. Kamioka.

It’s not just a place to shop for shoes and apparel—it’s a space to enjoy customization, experience art, and share your passion for basketball. Centered around the Jordan Brand, it has been transformed into a space where diverse people and cultures come together. Whether you’re a Jordan fan or someone looking to discover new cultures, we invite you to stop by.