3X3 Unites is a social organisation that uses 3x3 basketball to support young people aged 15 to 24 in their personal and social development. Through sport, 3X3 Unites provides young people with the skills, confidence and agency to take ownership of their future.
The core principles of 3x3 basketball, self-direction, accessibility and community building, are weaved in 3X3 Unites its mission. In a society where social inequality is increasing, 3X3 Unites contributes to improving young people’s future prospects, strengthening social cohesion, and supporting their physical, mental and emotional wellbeing.
While the social organisation was already creating demonstrable social value, there was a clear need for greater focus and coherence. In 2024 the organisation sought to scale its impact more deliberately, make it more measurable, and communicate it more consistently to employees, partners and funders.
In this case, the main challenge was to develop a clear strategic foundation that would guide decision-making, sharpen the organisation’s social positioning, and simultaneously enhance its commercial appeal.
Based on research and in-depth one-to-one and team sessions with employees and stakeholders, a shared public ambition was defined and supported by clear long-term objectives. The DNA of 3x3 basketball, urban, accessible and grounded in personal responsibility, formed the basis for the central impact ambition: 'From the Streets to the Top': Together we move, unite and empower youth to create perspective on and off the court.
1. Developing a robust impact strategy
The impact strategy functions as the strategic and substantive framework for all activities. The three long-term objectives were further refined by analysing which perspectives are lacking, which barriers young people encounter, and where targeted interventions are required.
These insights were translated into concrete outputs that stimulate physical activity (Move), strengthen social connection (Unite), and create future perspective (Empower), both on and off the court.
All activities were assessed against this framework and captured in a coherent Theory of Change. By developing this collectively, strong internal alignment was achieved and shared ownership was fostered across the organisation and its network.
2. Strengthening the commercial proposition
Building on the impact strategy, we developed a refined commercial partner proposition in which social relevance is explicitly integrated. This proposition clearly positions 3X3 Unites as both an organisation and a brand, while offering partners a clear understanding of the value and impact of their contribution.
In parallel, the partnership model was reviewed and translated into a sponsorship pyramid, linking commercial rights and propositions directly to programmes and impact objectives.
3. Measuring and reporting impact
For each programme, a measurement strategy was developed based on Theory of Action indicators. This enables 3X3 Unites to gain consistent insight into both outputs and outcomes.
This approach forms a strong foundation for transparent impact reporting to partners and stakeholders, combining quantitative data with meaningful qualitative insights.
Impact
Since our collaboration in 2024, 3X3 Unites has been operating by a clear and cohesive social impact strategy, supported by a strong and well-defined commercial proposition. Programmes are strategically underpinned, measurably designed and clearly interconnected in terms of content and objectives.
This approach strengthens the organisation’s social effectiveness while simultaneously increasing its commercial attractiveness to current and potential partners. As a result, a sustainable foundation has been established for future growth and the scaling of impact, fully aligned with the central ambition: From the Streets to the Top.
As 3X3 Unites celebrates its 10th anniversary in 2026, we are proud to have been part of its journey and impact so far, and to continue doing so in the future.
Let's get in touch!
Would you like to discover how sport can be a powerful driver of social impact and business value? Reach out via the contact form or send an email to ragna@more2win.com to discuss how we turn ambition into action through sport.