Jordan x Quai 54: 20 years in the game

Amplify + Jordan celebrate Pan-African iconography and the streetball roots of Quai 54...


Reconnect Jordan and Quai 54 to the Youth of Paris and its suburbs.

The challenge was to celebrate the Jordan x Quai54 20th collaboration in an engaging and joyful way, bringing to life the core DNA of Jordan: audacity, creativity, togetherness

Insight + Strategy

Quai 54 was created in an abandoned field in the suburb of Levallois by Hammadoun Sidibé (who grew up in the difficult district of Henri-Barbusse in Choisy-le-Roi). 20 years later it has become an icon of the basketball community, however, Quai 54 was starting to lose touch with its grassroot streetball origins that impacted into so many areas of culture. We wanted to invite the youth of Grand Paris to the celebration.

We wanted to capture and celebrate the red thread of streetball that ran through the community. We wanted to tap into the rhythm of streetball that permeated culture.


20 Years in the Game: Jordan x Quai 54 collection

We created a campaign that captured the story that inspired the Quai54 collection by showcasing the unique multiculturalism of Grand Paris and connecting with the local communities on a deeper level.

By paying homage to the culturally rich roots of the African diaspora in Paris.⁠ We did this through linking to and highlighting today and tomorrow’s talents and creators including athlete Christopher Dauby, Cheetah The Curator, Ghita and Aristide all to make the collection a celebration of culture influenced by streetball and a universal symbol of self-belief.