Basketball and culture are at the heart of Jordan Brand’s District 23 project

Jordan Brand recently inaugurated District 23, an ambitious project that transforms the 18th arrondissement of Paris into a global sports and cultural center. Directed by Youssouf Fofanathis six weeks program revolves around the former Tati Barbes shop, renovated into a communal creative space. District 23 aims to celebrate diaspora cultures and provide a platform for local youth to develop skills in design and branding, inspired by Youssouf’s personal journey, founder of the brand Maison Chateau Rouge. “This project is entirely dedicated to the youth of this neighborhood and others like it around the world,” Youssouf explains.

The project includes collaborations with diaspora artists and chefs to create an immersive experience. The exhibition “Diaspora Renaissance”organized by Youssouf and Easy Otabor, shows the work of 23 artists included Gabriel Moses, Alvin ArmstrongAnd Maty Biayenda exploring themes of the African, AsianAnd Latin American communities. As part of the exhibition, six artists were invited to create their own vision of the world AJ1 by exploring a diasporic perspective, highlighting the cultural significance of this iconic shoe. In addition, there are culinary collectives such as Mom’ayoka will present traditional dishes, showcasing the rich gastronomy of the 18th arrondissement. A new Foot Locker x Jordan store will also be installed, offering an exclusive selection of products and community experiences.

In association with Foot LockerJordan Brand offers young Parisians access to basketball courts and outdoor spaces, facilitating the learning of creative skills through sports. Events such as 1v1 basketball tournaments and outdoor activities is organized at iconic locations such as Parisian basket 18 And Square Leon. District 23 represents a major initiative aimed at enriching the local community and inspiring the next generation sports and culture.