For years, traditional basketball stayed glued to the same formula—five players, full-court battles, and familiar rhythms. While it’s still interesting and keeps the fans hooked, someone finally decided to experiment with the format! Well, Rapper Ice Cube took it into his own hands to push the boundaries! How did he do so? He launched the BIG3, a 3-on-3 league, and since it’s just six players, this makes up for its lack of manpower with its fast-paced action. Cube used his influence to draw in big personalities, and even a four-point shot! Unlike the NBA, there’s no garbage time here; every minute counts. With legends and rising stars, the BIG3 brings a refreshing energy to the game. Sounds like something basketball desperately needed, right?

Adding to the buzz, Ice Cube’s league recently scored a massive win by signing Dwight Howard. Remember when Dwight dominated NBA courts and even took his talents to Taiwan? Well, now he’s back stateside, joining the BIG3’s Los Angeles Riot. Ice Cube couldn’t hide his excitement either, calling Dwight “a perfect fit for the league” because of his global vision and passion. With Dwight’s arrival, the BIG3 feels more legit than ever. And fans are asking: who’s next to jump in?

But Ice Cube didn’t stop there, he had another trick up his sleeve. Just this week, the BIG3 announced a groundbreaking partnership that’s already got fans buzzing. They are officially teaming up with $250M worth, Starter, the iconic sportswear brand. If you ever rocked a Starter jacket back in the day, you know this is a perfect match. Ice Cube said, “This partnership is a dream come true.” He added, “I lived my entire life in STARTER—from my first STARTER jacket when I was 16 years old to the Dodgers jacket I wore last fall.” He also shared, “Beyond the design synergy, STARTER is also committed to providing our fans and players alike with the best possible materials.” With this move, it really makes one look forward to what the future has in store for the league!

Starter isn’t just lending their name either. They’re going full throttle: creating official uniforms, warm-up gear, travel sets, and exclusive fan merch. Even better, each city-based team will have its own custom Starter gear dropping soon. Starter will also launch capsule collections during BIG3 events, giving fans more chances to gear up in style. From game-quality jersey replicas to limited-edition drops, this collaboration feels bigger than just clothes. It seems the BIG3 is ready to take the next step in their pursuit of a concrete position in the basketball world.

Dwight Howard joins BIG3’s player-first revolution

Following the BIG3’s exciting new partnership with Starter and the addition of major names like Dwight Howard, it’s clear the league is growing and things are looking up for it.

The ink is barely dry on Dwight Howard’s Hall of Fame election papers, but he’s already gearing up for his next chapter. Signing with the Los Angeles Riot under Nick Young’s coaching, Howard becomes the newest legend to bet on the BIG3’s bold vision. And with the league’s 52 percent revenue-share model, it’s easy to see why players are all in.

Unlike traditional leagues where billionaire owners take most of the profits, the BIG3 has decided to take on a rather unique approach. They flipped the script. There are no team owners. Instead, players reap the rewards of their hard work, especially if they lead their squads to a championship. It’s a model that feels revolutionary, and one that’s already drawn heavy hitters like Allen Iverson, Julius Erving, Gary Payton, and Clyde Drexler into its orbit.

The BIG3’s eighth season feels like a turning point. With average attendance rising and CBS Sports backing national broadcasts, the league now moves into a city-based format. Eight major markets — from Los Angeles to Miami — now have home teams, setting the stage for a deeper connection with fans. It’s no longer just a traveling spectacle; it’s a basketball movement planting roots.

As Ice Cube put it best, “Transitioning to a full city-based model is another marker of our continued exponential growth.” And for players like Howard, it’s about more than staying on the court, it’s about showing the full range of their game, on a stage that finally puts them first.