Exclusive: Jimmer Fredette wants to make ‘exhilarating’ 3×3 basketball the new flag football

Jimmer Fredette, known for his collegiate and NBA career, has taken a leading role in advancing 3×3 basketball as the managing director for USA Basketball's men's 3×3 national team. As the sport gains momentum, Fredette is actively promoting its growth and visibility, particularly through collaborative events like the upcoming charity tournament hosted by USA Basketball Foundation and RX3 in Orange County on August 1, 2026.

Drawing parallels to the recent Olympic acceptance of flag football, Fredette envisions 3×3 basketball carving out a comparable path in the sports landscape. He stresses that 3×3 basketball offers a dynamic and intense playing environment that sharpens a player's versatility, with constant ball engagement and a blend of offensive and defensive responsibilities uncommon in traditional 5-on-5 formats.

The condensed half-court setting of 3×3 games demands agility, quick decision-making, and a broad skill set, traits Fredette argues are essential for player development. He acknowledges the physical demands are distinct and often more exhaustive on a per-minute basis compared to full-court basketball due to the fast pace and continuous action in a 10-minute game.

Fredette points out that transitioning between 5×5 and 3×3 is not seamless; while traditional basketball players may adapt to 3×3 with dedicated experience, 3×3 specialists possess specific physical attributes and skills that don't always translate back to conventional formats. The game’s shorter shot clock—set at 12 seconds—mirrors efforts in other sports to enhance viewer engagement and maintain high-energy play.

Embracing the realities of modern sports consumption, Fredette believes 3×3 basketball is well suited for digital platforms and social media, where highlight moments and fast-paced clips attract younger audiences with shorter attention spans. The tournament format, featuring multiple games throughout the day, allows fans to engage selectively while preserving the excitement of close, impactful contests.

The RX3 charity tournament exemplifies this approach, bringing together notable basketball figures, including current stars such as Kevin Durant and Chet Holmgren, alongside retired legends like Chris Bosh and Elena Delle Donne. Fredette's involvement extends beyond management, as he is also slated to coach during the event, which aims to blend competitive sport with philanthropic impact.

Despite the event’s charitable focus, Fredette notes the prestige and popularity of 3×3 basketball alone help attract elite talent, underscoring the sport's growing legitimacy. USA Basketball's network and influence have been instrumental in assembling the star-studded roster without requiring extensive recruitment efforts from Fredette himself.

Looking ahead, Fredette hopes to establish this tournament as an annual tradition, leveraging its success to further embed 3×3 basketball within communities and expand its grassroots presence. His vision includes drawing retired NBA icons fully into the fold to elevate the sport’s profile and inspire the next generation.

Fredette also reflects on broader shifts in sports viewership, recognizing that while traditional broadcasts may face challenges due to changing consumption patterns, live attendance and marquee events retain strong appeal. He suggests that sports organizations, including leagues with lengthy seasons like the NBA, might need to adapt their models to maintain consistent fan engagement.

Ultimately, Fredette's advocacy for 3×3 basketball centers on its unique athletic demands, spectator-friendly pacing, and potential as a developmental tool. The RX3 charity event represents a milestone in this trajectory, combining competitive excitement with community outreach, signaling a promising future for the sport’s expansion and cultural relevance.