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Too dependent on the U.S. market. Too focused on men. Too reliant on basketball and sneakers.

To Nike Chief Executive Mark Parker, former Chicago Bulls star Michael Jordan is already a "living icon cheap jordans," but the time has come for his brand at the athletic-goods juggernaut to "spread its wings and grow beyond the sport of basketball."

A new Jordan Brand store opening Saturday in Chicago's Loop marks an early effort by Nike to double sales at the division — whose products feature not a swoosh but a trademarked Jordan "Jumpman" silhouette — to $4.5 billion by 2020. Nike also cheap jordans for sale plans to open Jordan Brand stores in New York, Los Angeles and ultimately Toronto, selling not only basketball sneakers but also men's training shoes.

Jordan Brand also plans to begin making shoes specifically for women in coming years. The women's goods now on the brand's website are mostly bags, hats, visors, headbands, scarves and socks.

Most sales for Nike's Jordan Brand are generated in the United States, cheap jordans for sale online related to basketball and shoes, and geared to men, CEO Parker conceded at Nike's investor day last week, when the company announced the sales targets. But Jordan's "legend transcends sport and culture across gender, age and geographies," so that opens up a "world of opportunity for one of the cheap jordans on sale world's greatest brands," Parker said.

Indeed, more than a decade after Jordan's retirement from professional basketball, cheap jordans online his endorsement income surpasses that of many top players and has only grown, a sports economist testified recently during a trial over a lawsuit Jordan filed against a grocery chain. Smith College professor Andrew Zimbalist said Jordan's 2012 endorsement income was more than $75 million — about double that of LeBron James and Kobe Bryant. It was $28 million in 2004, cheap jordans sale a year after he retired from professional basketball.