How Quai54 became the heart of the Jordan Brand We were Jordan's guests for the 20th edition of the Parisian streetball tournament

That Paris is the most American of all European cities is a fact: from Eiffel to Wembanyama, the relationship between the United States and France - especially in relation to its capital - was the most equal that the old continent could boast. It is therefore not surprising that Quai54 takes place in Paris itself, this year on the picturesque Roland Garros square. Quai54 is the streetball tournament created in 2003 by Hammadoun Sidibé and Thibaut de Longueville, which over the last 20 years has become a real institution for fans not only of basketball but also of the culture associated with it: Hip-hop, dance, entertainment and an extreme focus on promoting black culture. Since day one, Quai54 has been promoted by Nike and Jordan as part of the brand's tireless work to curate the French community, which by all accounts is the strongest on the athletic side for MJ's brand.

The weekend Jordan hosted in Paris further solidified the brand's role in Paris' urban basketball culture. It's no coincidence that PSG's away jersey was unveiled the same weekend, inspired by the city's notion of speed. It is a cohesive universe that every day becomes more and more a brand that can outlive its own name. A perhaps impossible mission, but based on the only possible principle: community.