London 3x3 collaborates with GRIPPED to spotlight the rise of British 3x3

UK Sport have launched their publicity initiative, GRIPPED, to increase the visibility of Olympic urban sports.

Created in partnership with the creative studio Weirdo, GRIPPED acts as a home for 3x3 basketball, skateboarding, climbing and BMX freestyle. These disciplines have significant cultural influence but have never had a dedicated national platform, which is precisely what GRIPPED sets about changing.

As a leading voice and pioneers of domestic 3x3, London 3x3 has been closely involved from the start. GRIPPED has been following our founders as they navigate the fastmoving world of 3x3, capturing behind the scenes footage and curating our story as we continue to drive the sport forward in the UK. So far they’ve joined us for everything from a fashion show to a hoop drop in the middle of Shoreditch, even filming as we pulled together a team of office workers for an impromptu lunchtime game.

GRIPPED’s wider aim is to capture and elevate the energy, creativity and relevance of these urban sports and to connect with audiences who see them as part of everyday life. With new content released every two weeks, primarily in newsletter form, the platform offers a fresh way for fans to follow the athletes who compete on the world’s highest stage.

For London 3x3, the partnership arrives at a perfect time following our recent FIBA 3x3 World Tour win in Deqing, a milestone in the sport’s rapid rise in the UK. Being featured alongside such a dynamic group of athletes and sports is something we value deeply, and it’s exciting to see 3x3 recognised as part of this wider movement.

You can sign up to the GRIPPED newsletter and catch our behind the scenes episodes across social media channels.