Wherever streetball meets top-class sport, 3x3 basketball is never far away. This urban, fast-paced and creative version of the classic game has become a real crowd-puller in recent years. Following the German women's national team's sensational gold medal win at the 2024 Olympic Summer Games, the hype surrounding 3x3 has been unstoppable.
This year, CWS Workwear is partnering with the 3x3 Germany Tour, a series of eight spectacular events taking place across Germany. Professionals, young talents and fans came together to celebrate the unique spirit of the sport, with thrilling games, spectacular dunks and an urban lifestyle, as well as a community that is as colourful and dynamic as 3x3 itself.
CWS Workwear stands for dynamism, team spirit and performance – values that are also embodied by 3x3 basketball. The tour provided the perfect opportunity to showcase our brand beyond traditional B2B communication. Under the motto 'Workwear that plays along', we presented ourselves as approachable, youthful and urban.
We had our own promotional stand at all tour stops. Here, visitors could demonstrate their basketball skills, try out new moves, and gain an authentic insight into our workwear at the same time. The atmosphere? Relaxed, modern and full of energy. What's more, our employees from all over Germany were there in person, representing the brand with enthusiasm and passion.
The 3x3 Germany Tour showed that workwear can be more than just functional: it is part of movement, team spirit and encounters. Our colleagues lived and breathed this energy – whether as judges, in bump-out battles or in exchanges with fans. This made CWS Workwear not just a sponsor, but an integral part of a vibrant community.
CWS Workwear – Workwear, die mitspielt.
A strong signal for the future
"The collaboration between 3x3 Germany and CWS Workwear is a powerful statement for us, both for our sport and for our self-image. The fact that such a leading company as CWS Workwear believes so strongly in our project demonstrates the huge potential of 3x3 basketball."
Alain Fazal I Founder of 3x3 Germany