PARIS, FRANCE – Across the diverse neighborhoods of Île-de-France, basketball courts are everywhere – visible, enduring symbols of urban culture. Yet many have fallen silent. Their backboards still stand, their painted lines remain clear, but they lack one simple element: a net. And with it, the heartbeat of the game fades.
This subtle absence has a larger impact than one might expect. Studies show that courts with nets attract twice as many players. The snap of a swished shot, the satisfying ripple of mesh – without these, the rhythm of the game loses its soul.
In a bid to reignite that energy, Heetch, the ride hailing app known for its close ties to local communities, has launched Playground Reborn – a campaign dedicated to restoring that lost spark with 300 new nets installed across public courts in a small gesture with profound implications.
“We drive through these neighborhoods every day. Acting on these courts means being useful where it matters, where we are. It’s tangible — just like our service,” explains Renaud Berthe, CMO at Heetch.
The initiative, developed in partnership with BETC Paris, isn’t just about equipment – it’s a poetic reminder of what these courts represent. More than spaces for sport, they are arenas of connection, pride and perseverance. The campaign’s manifesto film brings this vision to life, interweaving imagery of rebirth with the subtle soundtrack of urban life: sneakers sliding on pavement, balls echoing against asphalt, voices calling out in camaraderie.
“We didn’t want to portray basketball as something flashy or spectacular, but as urban music. A melody of the everyday. And in that composition, the net is essential,” say Mathieu Laugier and Olivier Aumard, Managing Director and Creative Director at BETC Paris.
Heetch’s involvement in such a hyper-local initiative is no coincidence. Building on the platform it established with Proud Sponsor de la Banlieue in 2023, the company continues to support the vibrant realities of suburban life. By staying grounded, literally and figuratively, Heetch brings its mission full circle, ensuring the places they pass daily remain full of purpose and passion.
Each of the 300 nets was installed by hand, in close collaboration with the communities that know these courts best. Local players and regulars joined forces with some of France’s most recognizable streetball figures, including Lucie AGRAS (@Lucieags), Salimata SYLLA (@Sali_7), Rosenel CETOUT (@Newlittlegiant), Yoane LUYENGO, and Khalil Coline (@lil_keef971). Youth athletes from Paris Basketball’s U21 and U15 teamsincluding Malik Rouamba, Samuel Bringer, Themis Maleme and Ismael Kobe also pitched in, reinforcing the project’s spirit of grassroots revival.
Shot across multiple neighborhoods in Île-de-France, the campaign film echoes the courts’ resurgence not through glitz, but through sound and soul.
CREDITS
Brand: Heetch
Brand Team: Renaud Berthe, Hector Gruyer, Benjamin Sousa
Ad Agency: BETC
Agency Management: Mathieu Laugier, Aude Devaux, Lara Lefort
President & Chief Creative Officer: Stéphane Xiberras
Executive Creative Director: Olivier Aumard
Art Directors: Natan Ritaly, Rayhaan Khodabux
Copywriter: Ellynore Attia
Strategic Planning: Etienne Averseng, Julie Quicray
Creative Resources Coordinator: Nathalie Sanseigne
TV Producer: Sebastien Lintingre
Production House: Soldats
Director: Victor Sellier
Executive Producer: Pierre Cazenave-Kaufman
Production Coordinator: Camille Bigot
Line Producer: Laurianne Metais
Director of Photography: Hugo Ghnassia
Post-Production: 1to1 Paris
Post-Producers: Grégoire Giral, Ulyssia Marchais
Editors: Victor Sellier, Remi Muzzupapa
Colorist: Sarah Soilihi
Sound Design: Muse Audio Pro
