Les Deux Renovates Paris Basketball Courts as Community Initiative
Danish fashion brand Les Deux has refurbished two public basketball courts in Paris's 13th arrondissement, investing about 65,000 euros. The courts remain free and open to the public, with a colorful design beneath the elevated metro tracks. This is the third Home Court project by the brand, following similar efforts in New York and Copenhagen.
The refurbishment at Terrain de Sport Glacière marks the third iteration of the brand's Home Court initiative, which previously upgraded public courts in New York and Copenhagen. Les Deux cofounder Andreas von der Heide emphasized the project's permanence, noting the brand sought to enhance existing community spaces rather than create temporary installations. The Paris location holds particular significance for the label, as France was its first major international market before expanding beyond Scandinavia.
The brand's investment of roughly 65,000 euros covers the court renovation and a colorful design applied beneath the elevated metro tracks. Les Deux maintains approximately 120 retail partners across France and opened its first flagship outside Scandinavia in the Marais district last autumn. An official opening ceremony with the local mayor is planned, with additional programming scheduled for early next year.
This initiative could signal a growing trend of fashion brands investing in public infrastructure rather than purely commercial activations. By refurbishing free-access courts, Les Deux may strengthen community ties and build goodwill among Parisian residents, potentially influencing how other labels approach urban engagement. The project could also elevate the brand's cultural credibility, particularly among younger consumers who value authentic community involvement over traditional advertising. However, the long-term impact depends on whether such efforts remain sustained commitments or become isolated marketing gestures.