Jordan Brand has been making more and more waves in Paris these last couple of year. Back in 2016 they opened their first ever Jordan-only store — Jordan Bastille. In 2017 the brand announced a partnership with the French Basketball Federation. These examples buttress a long-standing, organic relationship between brand and city, which began with Michael Jordan’s first visit in 1985. That connection has been retained through the decades, highlighted by continued support of the Quai 54 World Streetball Championship.