The International Basketball Federation’s 3×3 league (FIBA 3×3) has partnered with Karl Lagerfeld for the FIBA 3×3 2024 season to celebrate the urban culture of basketball.
Under the agreement, FIBA 3×3 and Karl Lagerfeld will collaborate with players from diverse teams and countries in the 3×3 community, aiming to highlight the players’ enthusiasm, urban street culture and the vibrant array of communities they represent.
The partnership marks the first-ever connection between the world’s leading urban team sport and the fashion industry.
Pier Paolo Righi, CEO of Karl Lagerfeld, commented: “I am very proud to collaborate with FIBA 3×3. Embrace the present and invent the future, is our mantra, which strongly matches the ethos of this emerging sport.
“We believe that fusing our iconic DNA with the 3×3 urban twist will prove extremely exciting to KARL fans around the world, and we hope that bringing our innovative vision into the mix is going to prove inspirational for both the fashion and sports industries going forward.”
The sport has experienced massive growth in recent years, which was highlighted by its debut as an official Olympic sport during the 2020 games.
Last December, FIBA Managing Director Alex Sanchez spoke to Insider Sport on 3x3s successes, as it looked to attract new fans ahead of the 2024 Paris Olympics.
Sanchez stated: “We are delighted to partner with Karl Lagerfeld for this exclusive collaboration, which will engage new audiences in 3×3 basketball.
“Together, we share a commitment to innovation and to embrace the cultural influences that transcend sport and fashion. The urban spirit of the Karl Lagerfeld brand aligns perfectly with the dynamic, fast-paced nature of 3×3 basketball.”
