- Jordan Brand is unveiling District 23, a celebration of Paris’ diverse 18th arrondissement that elevates the neighborhood into a global sport and cultural hub.
- District 23 Creative Director Youssouf Fofana has cultivated an unforgettable six weeks of programming inside and around the historic former Tati Barbès department store, which Jordan Brand has renovated into a community space for Paris and international youth.
- Jordan Brand will host an immersive “summer school” for young creatives; provide youth access to basketball courts and other spaces for sport; and display an art exhibit on diasporic communities from across Africa, Asia, and Latin America.
Jordan Brand Unveils District 23, a Cultural Celebration of Basketball and Community in Paris
Transformation of Paris’ 18th Arrondissement
Jordan Brand is unveiling District 23, an unprecedented elevation of Paris’ diverse 18th arrondissement into a global sport and cultural hub.
Love Letter to Diasporic Cultures
District 23 is Jordan’s love letter to the diasporic cultures and international youth who inform basketball and all its dimensions — a living, breathing example of how to use sport’s greatest stage as an accelerator for lasting impact that serves the entire community, particularly the next generation.
Six Weeks of Unforgettable Programming
This takes form in an unforgettable six-week stretch of programming that District 23 Creative Director Youssouf Fofana has cultivated inside and around the historic former Tati Barbès department store, which has been renovated to offer a space for creativity and community.
“This entire project is dedicated to the youth of this neighborhood and neighborhoods like it around the world,” “My hope was that by amplifying the 18th arrondissement to the world, we could elevate the community members’ collective pursuit to change the narrative and empower them to create a new legacy not just for themselves but for the future generations coming behind them.”
Youssouf
Jordan Brand collaborator and Founder of the Maison Château Rouge fashion brand.
Immersive Summer School Curriculum
To that end, Youssouf has created an immersive “summer school” curriculum for dozens of young creatives who will dive deep into design and technical skills, along with the intricacies of starting a brand, in an intensive program inspired by Youssouf’s journey to becoming a designer while growing up surrounded by Paris’ African diaspora.
From Banking to Fashion and Community
That path was untraditional, including a pivot from a career working in a bank to collaborating with his brother on a nonprofit providing opportunities for local artisans in their parents’ native Senegal. Born from this work was Maison Château Rouge, through which Youssouf would later collaborate with Jordan Brand on the AJ1 Mid SE Fearless and an AJ2.
“The coolest kids in my neighborhood were the ones who wore Jordan Brand, and Michael Jordan was who we all aspired to be, so it was a dream come true to be able to work with them on the AJ1, then again on the AJ2 and apparel collection inspired by my program United Youth International,” says Youssouf. “District 23 feels like our biggest collaboration yet that brings the story we’ve been telling full circle.”
Partnership with Foot Locker
In an exclusive partnership with Foot Locker, Jordan Brand will provide all Parisian youth access to basketball courts and other outdoor spaces for sport, with programming that uses movement as a gateway to learning creative skills. By keeping several courts open across the summer, the local community can have access to the outdoor spaces they’re used to without the disruption many are experiencing throughout the city. Among the key spaces Youssouf identified for District 23 are Paris Basket 18, a women’s basketball club, and Square Leon, a staple park at the center of the 18th arrondissement where many sports are played, including chess, basketball, and global football. At all parks included in District 23, the community will be able to participate in 1v1 basketball tournaments, open play, and shootarounds throughout the summer.
Diaspora Renaissance Exhibition
Youssouf and Jordan Brand family member Easy Otabor, owner of Chicago’s Anthony Gallery, have also curated the Diaspora Renaissance exhibition, which invites the world into the former Tati Barbès space to experience the global, interconnected nature of diasporic communities from across Africa, Asia, and Latin America through contemporary works from 23 artists, including Gabriel Moses, Alvin Armstrong, and Maty Biayenda. As part of the exhibition, six artists were commissioned to produce their interpretation of the AJ1 through a diasporic lens to bring to life what the iconic shoe means to the culture.
Homage to Local Gastronomy
In addition to art, District 23 will pay homage to the gastronomy of the 18th arrondissement by highlighting recipes, restaurants, and food collectives that elevate cultural traditions. Among the collectives is Mam’ayoka, otherwise known as the mothers of the 18th arrondissement, who will serve up crowd favorites such as Thieboudienne, a West African fish, rice, and vegetable dish. Meanwhile, emerging diasporic chefs will share recipes that explore traditional food through a contemporary Parisian lens.
Foot Locker x Jordan Store
Around the corner from the former Tati Barbès building, sneaker enthusiasts and basketball fans will also be able to experience the region’s first Foot Locker x Jordan store featuring Jordan Brand’s best curation of products and community experiences.
Historical Significance
The significance of District 23’s setting, both at the former Tati Barbès space and throughout the greater 18th arrondissement, shouldn’t be missed.
Founded by Jules Ouaki in 1948, the Tati department chain — known for transforming the fashion industry with its low-cost textiles and distinct gingham branding — debuted in Paris with its Barbès flagship store in the 18th arrondissement, a district home to immigrant communities across many diasporic backgrounds.
Following the store’s closure in 2020, Youssouf worked to transform the space into the headquarters for his design-development program and collective, United Youth International, created to provide technical skills, mentorship, and community for Parisian youth who aspire to careers in creative industries.
Jordan Brand is proud to partner with Youssouf to bring new life to this historic space and serve young creatives and athletes throughout this summer and beyond.
Legacy for Future Generations
“It’s hard to imagine what’s possible for yourself without having the knowledge and references to look back to,” says Youssouf. “District 23 is the memento we want to leave behind for youth from the 18th arrondissement to always reference as they achieve all that they dream.”
Local community members can navigate District 23 using an immersive guide available on the Nike App. Look for more updates in the coming weeks on Jordan’s celebration of basketball culture this summer in Paris.
YOU ASKED…
What is District 23?
District 23 is an initiative by Jordan Brand to transform Paris’ 18th arrondissement into a global sport and cultural hub.
Who is Youssouf Fofana?
Youssouf Fofana is the Creative Director of District 23 and the founder of Maison Château Rouge fashion brand.
What is the Diaspora Renaissance exhibition?
The Diaspora Renaissance exhibition showcases contemporary works from artists across Africa, Asia, and Latin America, highlighting the interconnected nature of diasporic communities.
What culinary experiences are featured in District 23?
District 23 highlights local recipes, restaurants, and food collectives, including Mam’ayoka, serving traditional dishes like Thieboudienne.
Editor’s Note: All listed prices were correct at the time of publication. This article contains editorial selections and paid partnerships. Please note that this article may contain some affiliate links to products and we may receive a commission for selected purchases.
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