YARD

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This season, the new purpose of UGG in Europe has been cemented, becoming a meeting place for Europe’s creatives to share their stories visually, narratively and through their style. From London to Milan, from Paris to Berlin, UGG in Europe linked with the creative community all across the continent. Growing a base of engaged consumers loving the values displayed in the content, resonating with the brand’s new storytelling, and getting inspired by its people. This season has been our strongest so far, marked by heightened Fashion Week activity, a widened ecosystem of European creatives - from music to art through biking and dance - and an increased digital presence in Europe’s cultural spaces. We believe that the real incarnation of a brand comes from the coherence of its storytelling. Building up genuine connections, from its ecosystem to its ever-growing audience. Talent team : Creative team Julie Bataillon amel brahmi Social & ecosystem Saida Van der Auweraert Raida Hamadi Account Lisa Maurice Angélique Sénégas Emma Dussin Production Nicolas Bamdad Ciavaldini Célio Maroune Special thanks Marc-Henri Ngandu

For The Toronto Raptors’ arrival in France, Yard developed a new brand platform connecting with the team’s core target, at the heart of the French basketball ecosystem. Highlighting the shared mindset between Toronto et Paris’ multicultural youth: being outsiders. Starting with a brand film, the campaign is embodied by rapper Kay The Prodigy, street basketball figure Mamayo, and street-bike enthusiast Tito. Special thanks : @prodigykay @mamayo75 @oneway_titoo Creative : Tom Brunet Güllit Baku Jessy Kikabou Strategy : Ambroise Soule Dorian Pointin Social Media : Saida Van der Auweraert Account : Fabien Buferne Angélique Sénégas Elena Peratoner Production: Nicolas Bamdad Ciavaldini Production Company : @hamel.tv Director : Ludovic Gontrand

Launch concept and execution with talent curation for the new Decathlon Universal Tracksuit. We collaborated with Crapule 2000 and Marvin Hiitcho to co-design tracksuits and work on a release plan, including products focused videos, premiered during 2 major events in Marseille & Paris. Focusing on culturally significant sports still on the fringe of the Olympics: the wide diving in Marseille and the street workout in Paris. Special thanks @crapule2000 @hiitcho Videographer : @faneva_rabetsi Account management: Laila Haidar Siméon Debraine Production : Lory Grignou Célio Maroune Matthieu Pironnet Marine Redon

New season, new identity. Yard and Paris Basketball have partnered with @tyrsa to design a fresh creative identity for the 2024-2025 season, drawing inspiration from Paris, Grand Paris and its vibrant basketball culture. The design, from the symbolic logo to the classic basketball-inspired typeface, centers around the concept of Light. "Paris Our City. Our Light."  Being the first-ever professional team to embrace Grand Paris energy as part of its DNA. Standing for both the city, and for the spotlight on new talents from Paris and its suburbs to dazzle the world. The whole identity has been conceived through a new vision of the Parisian Light. Not the glamour one but one that comes out of the dark. The one light that was implemented in Paris as a defensive tool back in the XIX century, the one light that now embodies the sport and cultural talents coming out Paris and its suburbs. Building the Paris Basketball brand since 2018, Yard officially launched this new era with a night at the very heart of Paris : the Eiffel Tower. This new identity will allow the club to express itself with a unique tone in a way that is consistent with its identity, whether on the back the jerseys, on the screen of the Arena or any communication assets being impactful both locally and internationally. Graphic design : @tyrsa Strategy : Ambroise Soule Dorian Pointin Quentin Darmaillac Account management : Gianluca Pesapane Siméon Debraine Laila Haidar Set design : Patryk Kaplita⁽ᴾᴸ⁾ Khady Sall Event content : Samir Bouadla Hobianna Logo release content : @yann.dine @miles.tv @jeremydbr @westcoo Nicolas Bamdad Ciavaldini Production : Arnaud Orengué Corinne Bavedila Imene Benseidi

In collaboration with Jordan brand, Yard and Youssouf Fofana imagined a special family diner experience to celebrate The One Tournament upcoming final. Yard then produced the whole night, bringing to life the Jordan Family Reunion. Our guests were welcomed at the emblematic Elysée Montmartre by an orchestra led by the conductor and composer Uèle Lamore. The night’s culinary journey was curated by renowned chef Mory Sacko, known taking inspiration of African and Japanese cuisines. With The One Dinner, Youssouf is presenting Mory as a double cultured chef metaphorically creating the 1vs1 concept with the dishes he will present through out the evening; 1 Chef, 2 cultures: Mory vs Sacko. The evening united the entire Jordan Family, including special appearances by legendary figures such as Spike Lee, NBA stars Jayson Tatum, Zion Williamson, and Chris Paul, as well as influential cultural icons like Free the Youth and Fatou Sabaly. The One Diner truly embodied the spirit and legacy of the Jordan brand, creating a night of unity, creativity, and celebration. Talents Mory Sacko Uele Lamore @lydielapeste @cheetah369 Account management Laure Peyny Ibrahima Gaye Leïla Guerbaa Production Xavina Acquaviva Gypsy Ferrari Content production Nicolas Bamdad Ciavaldini Photography Amir Hassani Cyril MASSON

With the upcoming Olympics in Paris, we observed a sad reality: while it shines internationally, this competition excludes the whole Parisian youth and doesn’t reflect the reality of our culture. Here came the idea of over a year-long project in the making: YARD teamed up with Jordan to bring to life Youssouf Fofana unique vision for this whole new district, dedicated to the youth and inclusive to all. In the 18th arrondissement of Paname, a symbolic neighborhood known for its hospitality and as the capital of all the suburbs of France, the youth of the world came together this summer to create. Through sports, fashion, arts, and gastronomy, District 23 is an invitation to celebrate the initiatives of a bold generation. In this iconic building filled with the memories of Parisians, this space is being reborn to give shape to the dreams of an entire neighborhood and bring Youssouf’s Union de la Jeunesse Internationale to the next level. Yard accepted the challenge, from the renovation of the entire building to the scenography, the programming and the art direction, helping shape this space to build an uncommon creative experience to the youth. 18 for the 23. 23 for the 18. Our turn.

YARDLAND 2024 Recognizing the need for a celebration devoted to the elevation of our culture, YARD created YARDLAND ☮️🎡 The 6th & 7th of July 2024 marked the very first edition of our own festival, launched in co-production with WeLoveGreen. Yardland, the blueprint of a land with no borders, welcomed around 40 000 people at the Hippodrome Paris-Vincennes. With by our side, more than 50 artists, 18 brand partners, 777 volunteers, 600 staff on site, and more than a 100 creatives, entrepreneurs and community actors from all over the world. Yardland is, and will always be much more than a music festival. It's about creating a cultural experience, to gather, all together, around our favorite headliners, foods, brands, artists, and communities. Around every key component of our what makes us who we are. Creating an experimental community prototype, built by, and for passionates. For us, by us, And never again without us. Yardland will be back. See you in 2025

YARD for Jordan Brand “The One: Paris” (2024) In the vibrant neighborhood of La Goutte D’or, an intense 4-day tournament saw 200 players engage in 1v1 battles to try and claim the grand trophy and secure a spot in the international showdown: The One Finals. It's on the 26th of July, on the opening day of the 2024 Olympic Games, that Jordan decided to organize their very own ceremony, at L'Elysée Montmartre. A local flavored accessible event versus the global elitiste* stage. The One Finals gathered top-tier players from across four continents, vying for the same prize : A year-long sponsorship by Jordan, opportunities to feature in upcoming campaigns, and other substantial rewards. The final game day was highlighted by surprise showcases and guest appearances. Ultimately, Steve (Paris) and Tatiana (LA) became the champions of the tournament. Photography Il-Ham MOHAMED SAID Yoann 'Melo' Guerini Cyril MASSON Video Raphael Malcuit Léo Joubert Creative Alex Lansky Jessy Kikabou Account management Leïla Guerbaa Siméon Debraine Ibrahima Gaye Laure Peyny Production & content Matthieu Pironnet William Roden Lory Grignou Nicolas Bamdad Ciavaldini Célio Maroune @rakeem_madeit @bend_paris The One Finals - Agency partners : @somethingspecialstudios GameSeven @satisandfy_eu

Family Reunion in an Iconic Building The French national team and the basketball community gathered in the 18th arrondissement of Paris to inaugurate District 23 – a six-week program for young creatives and basketball players – and above all to celebrate the power of diversity and belonging. Tati Barbès, a sacred gathering place for generations past and future. Equipe de France : @wemby, @bilal.clby, @nicobatum88, @rudygobert27,@viinze_17p, @evanfournier10, @mtwbucket32, @theomaledon, @elieokobo Basketball community : Youssouf Fofana, @unionjeunesseinternationale @quai54wsc, @allparisiangames, @parisbasket18, @takeyourshot93, @hurricane92_basket, @Lapelchabasket, @amarouxxx, @moussonko, @diant237, @overtimeelias, @laura.kichichian