Greenwich Village holds one of the most competitive public basketball courts in the country. The Cage, as its known, is an undersize patch of pavement where street-ballers become famous and talented players build or break their reputations. The last thing you would expect to see inside the chain link fence is a fashion show—but that’s what happened Monday night.

The city of New York rented out The Cage for $14,000 for the launch of JA Apparel Corporation, a design firm started by Joseph Abboud. The lower-priced men’s clothing line is being promoted by the NBA.

Models stood tall on podiums and waiters served guests goat cheese tarts. There was a rope and a guest list at the court entrance. Retired New York Knicks star Allan Houston was at the event, as well as Herb Williams, an assistant coach and former player for the Knicks.

“We were looking for something iconic in basketball. We thought it was a really cool setting,” said Paul Lerner, a spokesman for the clothing company. [NYtimes]