Concepts Transforms Boston Store For Early Launch Of The Jordan Tatum 1 “Zoo”

It’s not very often that a storefront receives the go-ahead from a behemoth of a brand to release one of its upcoming drops ahead of schedule. However, to celebrate the official crowning of their latest signature athlete, Concepts‘ Boston location is receiving the go-ahead from Jumpman today and tomorrow to debut the Jordan Tatum 1 just a few days ahead of schedule.

As the exclusive global release partner for the silhouette, the Newbury St. store has completely flipped its interior as an homage to the cities crown prince, reimagining the space as a glorified newsstand with personalized magazines lining the walls and stacks of newspapers holding up backboard coffee tables. Illuminating the space in the Celtics’ synonymous green ambiance with accompanying foliage, exclusive Jordan Brand apparel will be available to purchase alongside the “Zoo” colorway of the Jordan Tatum 1.

Ostensibly inspired by the old-school Air Jordan 3 commercials with Mars Blackmon – aka Spike Lee – that iconized the “Do you know, do you know, do you know?” saying, Tatum’s first signature commercial recently debuted in tandem with the space, mirroring the same line of questioning for a young JT who is affirmed in his abilities that he always knew he’d make it to this point, an NBA superstar with their own signature shoe.

While the official launch date of his inaugural silhouette is slated for this Friday, April 7th, in the meantime enjoy a look at the completely decked-out Concepts storefront below alongside our store list to grab your pair of the Jordan Tatum 1 “Zoo” when they release in full family sizing in a few days.

For more on-court toolings, check out a first look at Giannis Antetokounmpo’s upcoming Nike Zoom Freak 5.