Nike is catering to customers in China with a new 6,550-square-foot retail spot at Beijing's EC Mall. The store is focused specifically on basketball product, offering the latest from Nike Basketball and Jordan Brand.

A Nike press release detailing the space promises trialing zones and custom product, offerings that are increasingly common in the brand's latest wave of direct to consumer spots.

“Our new Nike and Jordan Basketball Experience Store demonstrates Nike’s commitment to the sport and culture of basketball in China, and how we’re continuing to lead the future of sport retail,” said Dennis van Oossanen, Nike's VP of direct to consumer efforts in Greater China.

The Nike & Jordan Basketball Experience Store, which opened on Jan. 21, will also feature in-store events, athlete appearances, and game broadcasts.

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