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(NEW YORK) April 3, 2018 – BIG3 and adidas announced today a major three-year partnership in which adidas will be the official outfitter of the 3-on-3 league and will also support the league’s commitment to grassroots and community initiatives in local markets. The deal, driven by Co-Founders and Co-CEOs Jeff Kwatinetz and Ice Cube on behalf of BIG3, will tip off at the 2018 BIG3 Combine on April 11 in Los Angeles, CA where adidas will be the presenting partner.
“The adidas culture is one imbued with innovation and marked by excellence,” said Kwatinetz. “They are a brand that pushes creative boundaries and have consistently redefined their industry. It is because of these shared ideals that BIG3 is proud to name adidas the league’s official apparel sponsor. We look forward to embarking on this partnership with the world’s best sports culture brand.”
“Ice Cube has that same creator mindset we have at adidas,” said Mark King, adidas North America president. “He’s challenged the status quo to do extraordinary things throughout his career. No other league blends sport and culture the way BIG3 does. We’re incredibly excited to partner with Ice Cube, Clyde and Jeff and help build on the league’s vision to make the BIG3 a global brand.”
Following the success of the inaugural season, the BIG3 will collaborate with adidas, the leader at the intersection of sport and culture, for ongoing player development and grassroots efforts.
Adidas will bring its expertise and style to the court as the official BIG3 jersey provider while outfitting all players. The BIG3 and adidas will work together to develop new lines of licensed products for fans worldwide, including hoodies, t-shirts, uniforms, and more.
Three-on-three is the world’s most popular form of basketball, a fact that has been solidified by its recent addition to the 2020 Olympic Games. This season, the BIG3 will continue to introduce the sport to new cities and fans across the country, and will work with adidas on local market activations that further the league’s commitment to enriching the community.
“At its core, the BIG3 is about innovation. It’s about taking the purest form of basketball, 3-on-3, and finding new ways to engage and excite both fans and players,” said BIG3 Commissioner Clyde Drexler. “adidas has long been at the nexus of sport and innovation, making them the perfect creative partners in our work to propel the game of 3-on-3 basketball on a global stage. Together, we will continue to redefine what professional basketball looks like.”
For more information, please visit www.BIG3.com.