A Close-Up Look at Terminal 23 by Jordan Brand

To commemorate the launch of the Melo M10 sneaker, Jordan Brand built a unique consumer space

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To commemorate the launch of the Melo M10 sneaker, Jordan Brand built a unique consumer space dubbed Terminal 23 in the once famous Cafe Rouge just across the street from Madison Square Garden at New York’s Hotel Pennsylvania. A favorite among Manhattan socialites during the better half of the 20th century, the enormous ballroom was thoughtfully renovated to fit a full-length basketball court with some of its original architecture still intact. What’s more is that behind one of its baselines there’s a small theater-like section that constantly loops Carmelo Anthony’s #RiseToTheMoment campaign series starring comedians J.B. Smoove and Chris Distefano. There’s no word on whether or not Terminal 23 will be a permanent New York flagship, but it has been confirmed that the indoor court will be available to local youth programs for the next few months.

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