Jordan Brand is set to redefine the landscape of Paris’ vibrant 18th arrondissement with the launch of District 23, a groundbreaking initiative designed to celebrate and empower the local community through sport, culture, and creativity. This ambitious project is Jordan’s homage to the rich diasporic cultures and dynamic international youth who shape the world of basketball and beyond.
SPORTSWEAR
District 23 is the brainchild of Youssouf Fofana, Creative Director of the project and founder of the Maison Château Rouge fashion brand. Fofana has transformed the historic former Tati Barbès department store into a hub for innovation and community engagement. The space now serves as a center for a six-week series of programs aimed at young creatives, offering them invaluable insights into design, technical skills, and the intricacies of starting a brand.
“This entire project is dedicated to the youth of this neighborhood and neighborhoods like it around the world,” Fofana explains. “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.”
Fofana’s journey from banking to fashion design, deeply influenced by his upbringing in Paris’ African diaspora, inspires the immersive curriculum he has created. Young participants will delve into the world of design and entrepreneurship, gaining practical experience and mentorship that echoes Fofana’s own path to founding Maison Château Rouge and collaborating with Jordan Brand.
“The coolest kids in my neighborhood were the ones who wore Jordan Brand, and Michael Jordan was who we all aspired to be,” Fofana recalls. “District 23 feels like our biggest collaboration yet that brings the story we’ve been telling full circle.”
In partnership with Foot Locker, Jordan Brand will ensure that Parisian youth have access to basketball courts and outdoor spaces for sport, integrating athletics with creative education. Key locations include Paris Basket 18, a women’s basketball club, and Square Leon, a central park where community members can participate in basketball tournaments, open play sessions, and other sports.
District 23 also features the Diaspora Renaissance exhibition, co-curated by Fofana and Easy Otabor of the Anthony Gallery. This exhibition showcases contemporary art and design from 23 artists, reflecting the interconnected nature of diasporic communities across Africa, Asia, and Latin America. Six artists were commissioned to reinterpret the iconic AJ1 sneaker, highlighting its cultural significance through a diasporic lens.
The project pays tribute to the gastronomy of the 18th arrondissement by spotlighting local recipes, restaurants, and food collectives. Mam’ayoka, known as the mothers of the 18th arrondissement, will serve traditional dishes like Thieboudienne, while emerging chefs will present contemporary takes on diasporic cuisine.
Sneaker enthusiasts and basketball fans can also explore the region’s first Foot Locker x Jordan store, showcasing the latest innovations in basketball and streetwear. This store, located near the Tati Barbès building, further anchors District 23 as a key destination for sport and culture in Paris.
The former Tati Barbès store, founded by Jules Ouaki in 1948 and renowned for its affordable textiles and gingham branding, has been revitalized as the headquarters for Fofana’s United Youth International. This design-development program provides technical skills, mentorship, and community support for Parisian youth aspiring to creative careers.
Jordan Brand’s partnership with Fofana breathes new life into this historic space, ensuring it continues to serve as a beacon of opportunity and inspiration for the next generation.
“It’s hard to imagine what’s possible for yourself without having the knowledge and references to look back to,” Fofana reflects. “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. Stay tuned for more updates on Jordan Brand’s celebration of basketball culture this summer in Paris.
District 23 stands as a testament to the power of sport and creativity to transform communities, offering a lasting impact that will resonate for generations to come.
