Thanks largely to the success of its inaugural season, the Ice Cube-led BIG3 — a grassroots-style 3-on-3 basketball league — will soon kick off season two and have landed the backing of a major sponsor in
Already growing into one of the more popular forms of the sport, having already been added to the 2020 Olympic Games roster, the partnership will work to introduce the half court hoops competition to different cities in the U.S., while helping strengthen local inner-city ties.
When asked to comment on the new deal, BIG3 co-founder Jeff Kwatinetz had this to say:
“The adidas culture is one imbued with innovation and marked by excellence.”
“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.”
Mark King, adidas’s North American president had this to add:
“Ice Cube has that same creator mindset we have at adidas.”
“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.”
In other sports news, Na-kel Smith is grinding for his family, past and future generations.