3X3 Unites uses 3x3 basketball to bring people together, encourage personal growth and help participants push beyond their limits. Rooted in street basketball culture, the organization connects local courts and communities with opportunities to develop through sport. Its work includes the 3X3 Leader Course and Academy, where people can build skills and become part of the 3X3 Unites community, as well as local programs, clinics and Girls Only activities. The organization also works with municipalities, schools and partners to support its programs and bring 3x3 basketball to more communities.

From grassroots participation to elite competition, 3X3 Unites organizes events that contribute to the wider 3x3 ecosystem and offer the community opportunities to engage with the sport. Its events include the 3X3 Festival, the FIBA 3x3 World Tour, the Rabo 3x3 PRO Cup and the Rabo 3x3 Street League. A webshop offers the latest 3X3 Unites collection, designed by and for its leaders. Through basketball, events and community programs, the brand aims to play, unite and empower.