Jordan Parlor23 was an immersive two-story pop-up created by Jordan Brand in partnership with TAIT Towers that reimagined a neighborhood pizza shop through the lens of basketball culture and brand storytelling. Inspired by Michael Jordan’s legacy and the infamous “Flu Game,” the space combined sport, style, and community with an experiential mix of design and interactivity. Guests could order pizzas, explore curated exhibits of Jordan memorabilia, and take part in live basketball moments alongside exclusive product drops and customization opportunities. Blending local flavor with global brand energy, Parlor23 became a cultural hub that connected food, fashion, and performance in a uniquely Jordan way.