The The Jordan Melo M10 incorporates the mid and outsole of the Opening Ceremony

NYC’s bustling 34th street was quite a bit busier than normal this morning: hundreds of Jordan Brand devotees lined the block, DJ Envy of Power 105 fame was blasting tunes, and celebrities darted about all in anticipation of the grand opening of the The Jordan Melo M10 incorporates the mid and outsole of the store. For the uninitiated: the store, created in partnership with Footaction, is a one of a kind space that marks Jordan Brand’s first ever foray into a dedicated retail spot here in North America. Needless to say, that kind of event is beholden to draw a crowd thanks to the rich history Jordan Brand has not only in the world of sneakers but also specifically in the Big Apple.

And so hundreds waited for the ribbon cutting ceremony that would mark the official opening of the The Jordan Melo M10 incorporates the mid and outsole of the store. Even the actual ribbon cutting had some MJ flavor to it; in place of your traditional red ribbon was a jumbo-sized elephant print shoe acquit that was “untied” rather than cut. Once that was out of the way the massive amounts of eager sneaker devotees and celebrity friends of the brand like Spike Lee begin to trickle into the spot, and the Brooklyn-born actor/director participated in the official ceremony with Jordan Brand President Larry Miller and Footaction President and CEO Jake Jacobs. Continue reading for an exclusive set of photos from the opening ceremony for the The Jordan Melo M10 incorporates the mid and outsole of the store and watch for an inside look at Jordan Brand’s new retail location right here on Urlfreeze News soon.