Building on sneaker culture with an 'intimate concep

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Through relationships with the Jordan brand, Nike and sports collectible company Upper Deck, the Trophy Room plans to offer footwear, apparel and memorabilia to customers. 

"As the son of the man that created sneaker culture, Marcus has a unique opportunity to do something that no other sneaker store could do," said James Whitner, an advisor and mentor to Marcus.

Jordan says that Nike is helping him with some designs. He's hoping to be able to try concepts and products out at Trophy Room before they hit Nike retail stores. 

However, Marcus says the overall feeling of the Trophy Room will vary from a traditional Nike-branded Jordan store. 

"This is going to be a much more intimate concept," he said, referring to the family heirlooms and home videos that will be on display.

Eugene Garcia | AFP | Getty Images

Retired Chicago Bulls basketball star Michael Jordan holds his son Marcus, November 6, 1993, as they watch a Bulls game in Chicago.

Given the strength of the family name, Marcus is starting his business from an ideal position most other retail start-ups lack.

Nike's Jordan imprint is a dominant force among basketball shoes and athletic apparel. Together, Nike and the Jordan brand represent more than 90 percent of the basketball shoe business. At Nike's investor day, the company announced that Jordan goods have $2.6 billion in annual sales. 

"We've seen double-digit [sales] growth for a couple of years now. It's been very solid," said Matt Powell, sneaker analyst at NPD Group.

Jordan brand growth has been so significant that the company unveiled its first Jordan brand retail store in Chicago. Its rapid growth also has led to Nike expanding the brand into new segments — training sportswear and kids.

Powell, however, does not view the Trophy Room as competition, given that Nike has a vast array of retail partners already selling Jordan-branded products. Instead, he says the younger brand could help catalyze growth for the older imprint.

"It gives it further elevation. It goes to honor the career of Michael Jordan. I think this has great potential," Powell said.

As for the 14-time NBA All-Star, he's playing the role of proud dad. While Michael is funding the store, he's letting Marcus' career take flight on its own.

"He's been 100 percent supportive and has a lot of knowledge and insight that has been really helpful to me," said Jordan.