John Kim 
Trophy Room is less than twelve hours away from opening to the public. Early this morning, thousands poured into the Disney Springs shopping area to line up for a coveted wristband, which guarantees entrance and a chance to cop one of the many Jordans available at Trophy Room. The Jordan-only concept store officially opens its doors at 5:23 AM, and today we spent the day inside the store before and during the Friends & Family event with Marcus, his staff, several members of the Jordan family, and of course, a selection of invitees that got to experience the store before anyone else.
First and foremost, Marcus isn’t just a figurehead with a team of corporate folk behind him. His sweat and tears have surely gone into the launch of the store, and there’s no need to remind you that his blood is in this too. He’s recognized as the most extroverted of the Jordans, taking to social media to engage his fans and to be part of the daily conversation, so when news of Trophy Room spread through sneaker and pop culture media earlier this year, a considerable amount of buzz began to generate. We spotted Marcus hustling and bustling all throughout the day, making sure his staff was on top of their duties while moving boxes and shifting displays on his own. The nerves may have caught up to him, but that’s expected from someone who puts his heart and soul into something so crucial as carrying the torch of the Jordan name.
Most Jordan fans are very well aware of MJ’s past. In fact, Jordan Brand’s success hinges on what’s been accomplished in years long gone, but what was displayed on the walls proved that this was more than just a sneaker store – this was an opportunity to extend the Jordan name beyond the basic retail set-up and give enthusiasts a fully immersive experience into what it’s like to be in the Jordan family. Some rare photos of the MJ clan decorated the walls – photos of young Marcus, Jeffrey, and Jasmine at Disney World as well as a snap of Michael with his ex-wife Juanita. The photo selection process was undoubtedly an emotional part of the process for Marcus.
So what’s next for Trophy Room? It might be too soon to ponder that given the store has yet to open to the public, but there’s serious potential for the store to be a global phenomenon. Locations in new cities are certainly in the works, although nothing is confirmed at this moment. All in all, Trophy Room is a sight to behold, whether it be for the sick Air Jordan PE collection, the rare sneaker gems on display, the Upper Deck memorabilia, or even the family photos that adorn the wall. Kudos to Marcus and the team behind the launch of Trophy Room, including James Whitner, an established footwear retail guru who served as a mentor for Marcus over the last few years. Again, Trophy Room opens to the public tomorrow at 5:23 AM, but guaranteed entrance is only attainable through the wristband distribution (which happened this morning).
