adidas Returns to Basketball With BIG3 Sponsorship Deal


BIG3 and adidas on Tuesday announced a major multi-year partnership with the BIG3, the 3-on-3 basketball league featuring recently retired NBA stars which was founded by rapper Ice Cube and entertainment executive Jeff Kwatinetz. The deal sees adidas getting back into pro basketball with a three-year deal that makes the apparel provider the official outfitter of the league and a strategic partner on grassroots and community initiatives.

The partnership marks the brand’s return to basketball after losing the NBA rights to Nike and signals the largest sponsorship/brand deal yet for the two-year-old league. The partnership will also support the league’s commitment to grassroots and community initiatives in local markets.

The deal will tip off at the 2018 BIG3 Combine on April 11 in Los Angeles, California, where adidas will be the presenting partner. Now in its second year, the league will be carried live on Fox Sports 1 and Fox in summer 2018.

“The adidas culture is one imbued with innovation and marked by excellence,” stated 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 (Drexler, the league’s Commissioner) 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 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.

BIG3 logo

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 America, 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.”

The BIG3 is the premier half-court, 3-on-3 basketball league, featuring many of the greatest, most popular and skilled NBA players of all time including ex-NBAers Allen Iverson, Charles Oakley, Mike Bibby, Chauncey Billups and Kwame Brown. It combines highly competitive, physical, fast basketball and incredible fan experiences. Comprised of eight teams, the league played to huge arena crowds in ten different US cities throughout the 2017 inaugural season.

adidas, for its part, has been providing innovative products to help the world’s best athletes perform at elite levels for more than 60 years, from past legends to today’s superstars, such as James Harden, Damian Lillard, Derrick Rose, Candace Parker, Nneka Ogwumike, Kyle Lowry, Andrew Wiggins, Donovan Mitchell and Kristaps Porzingis.

Hear more from Ice Cube on the BIG3 league below: