By Barry Janoff
May 9, 2016: The NBA said it is planning multi-media coverage to support the launch of its initial Dew NBA 3X, a national three-on-three hoops competition with title sponsor Mountain Dew.
The invite-only competition begins later this month in Atlanta and culminates on Oct. 23 in Los Angeles with the Dew NBA 3X National Finals. (Full schedule below)
Mountain Dew, a division of NBA marketing partner PepsiCo, earlier this year unveiled a TV spot with lead brand ambassador Russell Westbrook and NBA players Jimmy Butler and Julius Randle.
An updated spot will tout the Tour, and will be supported by print, Internet and social media.
A dedicated Web site will enable people to get updated results and information about the teams and events.
NBA Hall of Famer Gary Payton, has been named Dew NBA 3X ambassador. Payton, along with local NBA players and legends, are scheduled to make appearances during the six-city tour.
In addition to skills contests, celebrity DJs, food trucks and other on-site activations at each Dew NBA 3X tour stop, Mountain Dew said it would create a pop-up gallery showcasing basketball and youth culture-themed artwork submitted by local artists and fans. Mountain Dew said it would select "relevant artists in each city to curate the gallery and also contribute their own live art."
“Through our multi-year partnership with the NBA, we continue to bring one-of-a-kind experiences to Dew Nation that celebrate the game and lifestyle of basketball,” said Greg Lyons, Mountain Dew svp-marketing, said in a statement.
“At Dew NBA 3X, we are hosting talented players on the court and bringing the game off the court through onsite activities that combine the love of basketball, art and music, including an art gallery series designed and curated by local artists," said Lyons.
According to the NBA and Mountain Dew, at each Dew NBA 3X stop, more than 30 pre-selected men’s and women’s teams would participate in the 3x3 competition. Each two-day event will begin with pool play, followed by a single-elimination playoff bracket, resulting in city champions. (Details here.)
The winning teams in each city would qualify for the championship event of the tour in Los Angeles.
The championship men’s and women’s teams from the Dew NBA 3X Finals would then qualify for the 2017 USA Basketball 3x3 National Tournament.
The winning Dew NBA 3X men’s team would also qualify for the 2016 FIBA 3x3 All Stars, scheduled for November in Qatar, as well as a 2017 FIBA World Tour event.
The winning teams from the tip-off event in Atlanta also qualify for the 2016 USA Basketball 3x3 National Tournament, scheduled for this August in Colorado.
According to Kiki VanDeweghe, NBA evp-basketball operations, “The upcoming tour is sure to attract impressive talent from across the country. “The 3X program allows us to continue growing the game of basketball by introducing fans to quality amateur play that will set the new standard for 3x3 competition.”
Dew NBA 3X Tour Scheduled Dates
• May 21-22, Atlanta (The Gulch)
• June 25-26, Miami (National YoungArts Foundation)
• July 30-31, Dallas (The Bomb Factory)
• Aug.13-14, Chicago (Aragon Ballroom)
• Sept. 17-18, Houston (TBC)
• Oct. 22-23, Los Angeles (The Barker Hanger)
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