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Adidas teams up with basketball’s Big3

German sportswear manufacturer Adidas has entered into a partnership with Big3, a three-on-three, half-court basketball league that launched last year in the US.

The three-year partnership names Adidas as the official outfitter of the league, with the company to also support grassroots, player development and community initiatives.

The deal will begin with 2018 Big3 Combine event on April 11 in Los Angeles, of which Adidas will be the presenting partner.

Adidas will provide the league with jerseys, as well as develop products for fans such as hoodies, t-shirts, uniforms and more.

Big3 commissioner Clyde Drexler said: “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.

“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.”

Big3 was co-founded by music legend Ice Cube and entertainment executive Jeff Kwatinetz. The league featured eight teams during its inaugural 2017 season, with games held in 10 different US cities.

“Ice Cube has that same creator mindset we have at Adidas,” Mark King, president of Adidas North America, added. “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.”

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