By Eurohoops / info@eurohoops.net
Paris is set to become the epicenter of European urban basketball culture as adidas Hoop District, Euroleague Basketball’s 3×3 content creators tournament, opens its third season on February 28 at adidas arena.
Official press release: “From 6:30 PM, Gymnasio 2 will transform into a high-energy playground where elite content creators, professional players, music, fashion and interactive brand experiences collide. As the first of three major stops – followed by Munich and the grand finale in Athens during the EuroLeague’s Final Four week – Paris sets the tone for a season that promises to be bigger, bolder and more immersive than ever.
Four permanent creator-led teams – Team Italy, Team France, Team Germany and Team Etihad – will compete alongside a special invited Team Paris in a fast-paced 3×3 format featuring unique rules designed to reshape the game and keep fans on edge. All info here.
With €2,000 awarded to the Paris winner, teams will battle for the local prize while also earning crucial seeding points toward the adidas Hoop District Finals in Athens, where a €10,000 grand prize awaits.
Adding even more star power to the night, Paris Basketball – as the partner of the event – will have first-team players Justin Robinson, Momo Faye and Enzo Shahrvin in attendance, connecting with fans and bringing EuroLeague-level energy to the urban stage. Their presence strengthens the bridge between elite professional basketball and the next generation of digital-native creators.
But adidas Hoop District is more than a tournament – it is a full urban culture experience. Throughout the evening, fans will enjoy a Dunk Show presented by adidas (8:10 PM), a freestyle show featuring Brisco presented by Etihad (8:50 PM), a challenge against the king of the 1v1, MK (9:30 PM), and the Tic Tac Toe show presented by BKT (10:30 PM). The night will close with an after party featuring RSKO, presented by adidas, beginning at 11:20 PM. The atmosphere will be powered by 19-year-old DJ Ashty, official DJ of Paris Basketball and a regular at major urban events such as the SNIPES Deck at Parc des Princes. Known for his afro, hip-hop and dancehall sets, he brings sharp mixing and undeniable street energy. Hosting the evening, Smiley Sagraille – a basketball enthusiast, experienced breakdancer and long-time adidas collaborator – will deliver high-energy moments and an authentic connection with the crowd. DJs, performers and influencers will keep the atmosphere electric from start to finish.
As Naming Partner of the competition, adidas will elevate the Paris stop with premium on- and off-court activations. Our partner adidas is extending the event experience with an exclusive product corner, the adidas warm-up space blending movement and play, the newest Anthony Edwards 2 basketball shoes on court, a customization area, and much more. Lifestyle creators, performers and special guests will join the celebration, while fans can discover basketball merchandise and participate in interactive experiences throughout the venue.
At the heart of the experience, the adidas warm-up space will invite fans to test their skills and embrace the spirit of the game. Local ambassador Rookicks will be present in the warm-up zone, challenging fans in dynamic skills contests and interviewing key protagonists, further elevating the adidas performance product showcase and overall brand experience.
Don’t miss the chance to win two VIP tickets to attend adidas Hoop District alongside exciting adidas Basketball gifts via the adidas app! Download the app and sign up here: https://www.adidas.fr
Euroleague Basketball’s partners will also bring additional excitement to Paris. Team Etihad, captained by Elvis, brings the airline’s energy to the court, while the Brisco freestyle show adds another layer if flair to the evening. BKT invites attendees to pose with the official EuroLeague Trophy, enter the draw to win tickets for the 2026 EuroLeague Final Four in Athens, and participate in fun on- and off-court activities to win more gifts.
All games will be streamed live on the EuroLeague’s official TikTok channel, with elevated production in collaboration with TikTok LIVE, while Overtime and other media, such as I Can Play and Hoopsider, will provide exclusive behind-the-scenes coverage.
Doors open at 6:30 PM at adidas arena (Gymnasio 2). Entrance is free, but registration is required as space is limited. Free tickets for adidas Hoop District Paris are available HERE.
adidas Hoop District continues to redefine urban basketball culture across Europe, blending elite competition, creator energy, music and lifestyle into one unforgettable experience”.