From a viral TikTok moment to the global 3×3 basketball stage, Ashley Hamilton is turning his dream into reality as a player and Co-Founder of London 3×3.
If you’re on social media, you might be aware of TikTok creator and investor Simon Squibb. In his videos, he stops strangers in the street and asks them ‘what’s your dream?’.
Squibb, an investor, then listens to these people reel off their ideas before in some instances investing, or asking his community to support
In one viral clip, Squibb speaks to a tall man walking through a busy part of London. That man is Ashley Hamilton. His answer? “I want to bring 3×3 basketball to the UK.”
The video was posted in November 2024. Now, just seven months later, Hamilton is sitting in a hotel lobby in Vienna, speaking to Insider Sport as he waits for his London 3×3 teammates to arrive.
Yes, teammates. Not only is Hamilton the Co-Founder of London 3×3, but also a key player.
The Londoner has had a long and varied basketball career, turning professional in 2006 and playing across Europe and beyond, including stints in Spain, Italy, Greece, Lebanon, Canada and at home with the London City Royals, where he won the BBL Trophy and was named MVP.
Now 36, Hamilton has shifted his focus to 3×3 basketball, aiming to compete at the highest level in the 2025 FIBA 3×3 World Tour and with eyes set on the 2028 Olympics in LA. Insider Sport asks him how he balances the demands of being both on and off the court.
“I was worried about that at first, but it’s a quick game. It’s 10 minutes. When you’re out there, it feels like it’s going on forever because it’s really difficult. But it’s only 10 minutes and as long as you have the right balance, it can be done,” Hamilton says.
“It was done before. I’m not the first person who’s done it. Other people have experience operating the team and playing before, so I knew it could be done.”
One reason Hamilton says this dual role feels manageable is the strong support system behind him, from his fellow Co-Founder and wife, Alice Hamilton, to the backing of the sport’s governing body, FIBA.
“Ever since I’ve been involved, FIBA has been, you know, at gate 12 straight away. You need to let us know, we’ve got you, that’s how it’s been across the board,” he says. “So it made it easier and it made it seem realistic to go upon this journey.”
This support from FIBA is not surprising, given 3×3 basketball is still in its infancy and the organisation is focused on driving growth worldwide. What stands out, however, is London, a global sports capital, didn’t have a professional 3×3 team competing until now.
Looking at football for context, there will be seven clubs based in London competing in the Premier League next season. However, this lack of professional 3×3 presence is not just a 3×3 issue; it reflects the broader challenge the sport faces in establishing itself commercially and competitively in the UK.
George Aivazoglou, NBA Senior VP and Managing Director for Europe and the Middle East, recently described London as the “single biggest opportunity” in Europe during a SportPro Live event.
This comes as the NBA prepares to launch a European league, proving the city’s untapped potential as a hub for basketball growth, both on the traditional 5-on-5 and the emerging 3×3 formats.
Hamilton believes the UK is well suited to host a FIBA 3×3 World Tour event, although it’s not currently on the 2025 calendar. He explains the domestic ecosystem needs strengthening through partnerships, education and visibility.
“We have some of the best festivals in Europe, actually in the UK, every summer, across the country. And that’s ultimately what it is. We [FIBA 3×3] pop up for a weekend and it’s a festival-type environment with live sports going on,” Hamilton adds.
“It’s super fun and engaging, but it made no sense trying to have events in the UK if you don’t have a team from the UK. So, we’ve tried to plug that hole first.”
While both traditional basketball and 3×3 are working to grow their footprint in the UK, Hamilton is quick to point out that they are not the same game, on the court or off it.
Having played both formats at a high level, he sees 3×3 not just as a variation, but as a culture of its own. Faster-paced, more physical and played in smaller teams, the game demands a different mindset and skillset.
It also creates new commercial opportunities: multi-country calendar, faster event turnarounds and a festival-like atmosphere make it inherently more adaptable to modern fan engagement models.
Hamilton often jokes, but is also serious, when he says: “All 3×3 players can play 5-on-5, but not all 5-on-5 players can play 3×3.”
That edge is part of what makes the format exciting and commercially viable. With fewer players, more frequent turnovers and a high-scoring dynamic, 3×3 has proven television appeal and is built for digital-native audiences who prefer short-form, action-heavy content.
And while basketball culture in the UK is still finding its footing, 3×3 provides a faster entry point, lower infrastructure costs, more flexibility in event formats, and the ability to slot into existing youth, lifestyle or street sport movements already active across the country.
Building a brand
In today’s game, athletes are expected to be more than just players – they must build personal branding and this again goes beyond just money.
Big names like Cristiano Ronaldo have turned their image into global brands, with CR7 expanding into fashion and fitness. Serena Williams has become a major investor across industries and US athletes like Patrick Mahomes and Lamar Jackson now own stakes in professional teams.
Although these big-name athletes moving into business-related projects may be inspiring, Hamilton stresses it isn’t exactly the same for everyone.
“You become an athlete because you idolise, you try to become, you follow your idols,” Hamilton says.
“For me, some of my favourite players ever in basketball were guys like Tracy McGrady and Kobe. But these are like huge, huge names. They don’t need to do some of the things the ordinary person would have to do to promote and build a brand.”
Hamilton explains for the majority of players, especially outside of the NBA spotlight, taking control of their narrative early is essential. Many, however, miss the moment.
“There comes a time in life where, for a small percentage of people, that stardom happens,” he says. “But if it doesn’t, then one day you’re going to stop playing basketball and the opportunity you had to do something is gone.”
It’s a mindset Hamilton has carried throughout his own journey. As well as being a pro athlete, he’s a financial advisor, a role that reflects his passion for helping others think long term.
While he acknowledges not every player needs to launch a clothing brand or start a company, he believes most athletes, even some of the biggest, don’t take full advantage of their platforms.
He adds: “We’ve got a lot of footballers in the UK, imagine how big they are. Think about all the things they could be doing if they were just a bit more active with their brand. But everyone kind of acts like divas, don’t they?”
Hamilton’s preaching isn’t without practice. The basketball player is active on social media in an attempt to build his brand. Although admitting he“hates” occasionally making videos and posts , he sees value in doing it.
From “day in the life” content to on-court highlights and hot takes, including his previously mentioned jab at 5-on-5 players, Hamilton uses storytelling to spark conversation and keep fans engaged. His viral encounter with Simon Squibb is proof that authentic moments can make a lasting impact.
Now, he hopes this same narrative power can help elevate London 3×3. The team is currently seeking a main sponsor to help fuel its ambitions, and Hamilton believes visibility is key to attracting the right backers.
For Hamilton, building something bigger than basketball has always been the goal.
“People need to work with each other and give people opportunities to do different things and from there, new ideas can grow. Not everything is going to work. You have to try to make things work. That’s how new things happen,” he concludes.
