Increased attention and participation from the mainstream bring more eyes to e-sports and more opportunity for merch sales.
The men’s lifestyle brand had previously operated a store on Greene Street in SoHo.
Sneaker resale sites saw increases in Jordan Brand sales, searches and prices following the premiere of the documentary on April 19.
The entertainer is an investor and the face of the activewear brand.
The brand received a $45 million investment last year to support its expansion.
The men’s wear line is based on the clothes popular at the start of the running boom in the Seventies and Eighties.
The Culver City facility houses a retail store where fans can buy team apparel and watch 100 Thieves team members train and stream games.
The outerwear brand and the New England Patriots wide receiver partnered on three pieces, launching on Jan. 15.