Basketball and culture at the heart of the District 23 project by Jordan Brand

Jordan Brand recently inaugurated District 23, an ambitious project transforming the 18th arrondissement of Paris into a global sports and cultural center. Led by Youssouf Fofana, this six-week program revolves around the former Tati Barbès store, renovated into a community creativity space. District 23 aims to celebrate diaspora cultures and offer local youth a platform to develop skills in design and brand creation, inspired by Youssouf’s personal journey, founder of the brand Maison Château Rouge. “This project is entirely dedicated to the youth of this neighborhood and similar neighborhoods around the world,” explains Youssouf.

The project includes collaborations with diaspora artists and chefs to create an immersive experience. The exhibition “Diaspora Renaissance”, organized by Youssouf and Easy Otabor, showcases the works of 23 artists including Gabriele Moses, Alvin Armstrong, and Maty Biayenda exploring themes of the African, Asian, and Latin American communities. As part of the exhibition, six artists were invited to create their own vision of the AJ1 by exploring a diasporic perspective, highlighting the cultural significance of this iconic shoe. Additionally, culinary collectives like Mam’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 partnership with Foot Locker, Jordan 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 will be organized in iconic locations like Paris Basket 18 and Square Leon. District 23 represents a major initiative aimed at enriching the local community and inspiring the next generation through sports and culture.