Jordan in Paris defined the concept of cultures

In cities like Pariswhere traditions and identity are fragmented according to the ethnic groups that settle in the different urban areas, delving into the cultural mosaic that makes them up is stimulating and helps to understand how individual places can become symbols of belonging, homologation and identification. In the 18th district from Paris, known as BarbelFor years, one of these symbols was the Tati Barbès store, considered the center of Parisian streetwear for decades and founded in 1948 by Jules Ouaki, a young Tunisian immigrant – an ethnic group that is among the most present in the area. After its closure in 2020, the neighborhood lost a landmark, before the arrival of Neighbourhood 23a programme of events devised by Jordan Brand and located in the former warehouse, which has been converted into the home of the brand community.

Following an approach that has often characterized her projects, Jordan reimagined the new space, serving the community as she had done in previous decades. On the eve of an event that focuses on Paris, it was essential to tell what the city represents for the minorities that inhabit it, delving into traditions through world icons such as Michael Jordanable to unite through its aura and the style of the brand. In Barbès, artist You’re the boss Fofana therefore created a space where all this could be brought to life, starting with the exhibition To spread Renaissancecompiled in collaboration with Simple Otabor from Chicago’s Anthony Gallery and featuring 23 contemporary artists. For six weeks, between exhibitions, workshops and a Parisian-style café, Jordan explored the concept of culture, starting with the pillars on which it is based, style, community and the legacy of the figures who continue to define its contours, from athletes to creatives.

Jordan Brand could always inspire generationsfirst through MJ’s heroics, then through campaigns and projects. In a neighborhood where people always had to earn what they had through talent and challenge before the Olympics began, ‘The one’ was organized, a tournament in which 20 male and female basketball players participated 1 vs 1with the opportunity to join the Jordan Brand family as ambassadors. Unleashing the greatness in each of us is one of the brand’s missions, as is inspiring the next generation to rise up and take their place. And so, on a global stage, after qualifications were held in Shanghai, Los Angeles, New York, Paris and many other cities around the world, the men’s and women’s winners were announced in a tournament that took the form of a party, with dance and music artists such as Rema and Fat Joe. Some of the figures who have defined the culture were present on the playground, including NBA stars Chris Paul And Zion Williamsonbut also Oscar winner Peak sheltera good friend of Michael Jordan, who in an interview with nss sports talked about his relationship with the brand and the current athletes he would like to make a film about.

Jordan has gathered his entire community in Paris, coming from all over the world, to see the new collections up close – and try them out in a special training session as in the case of the Air Jordan XXXIX – and to feel the energy of what the brand (and Spike Lee himself) calls the Jordan Family.

The tournament, inspired by MJ’s backyard challenges with his brother Larryis an image of Michael’s relentless pursuit of victory, an obsession shared by Nike, which wanted to dedicate its monumental work in the heart of Paris to his meticulous quest for innovation. On the facade of the Centre PompidouThe Swoosh has essentially erected the world’s largest LED wall, a preview of the ‘Art of Victory’ exhibition (open until August 11) at the Parisian museum to tell the story AIR: Athlete Imagined Revolution Project. If the Centre Pompidou inspired Tinker Hatfield to create the first AirMax, the brand is showcasing in the museum prototypes that are the result of the imagination of 13 athletes invited by Nike to redefine the creative process together and overcome the limits of human performance, starting from their own style and physical and technical characteristics.

14 year old from Los Angeles Tatiana Griffin and the 17 year old from Paris Steve Bah not only won the final of ‘The One’ in Paris, but also embodied Jordan’s style, showing that you have to push yourself beyond a bar of greatness that for all athletes bears the name Michael Jordan. The sum of artistic engagement, inclusion, sharing and energy gave Paris a moment where the concept of community took on more defined boundaries, where the spirit of connection, with a neighborhood or with the values ​​of a brand, can make us jump higher, and higher.