3-on-3 basketball is one of the formats that has best succeeded at reaching young, urban, international audiences. When New Balance presents an NBA event in that format in Tokyo — with Jamal Murray as the headline guest — it’s not just a sponsorship. It’s brand strategy in motion.
Jamal Murray, a New Balance athlete, traveled to Japan to appear as a special guest at “NBA 3X TOKYO presented by New Balance” (株式会社ニューバランス ジャパン). The event placed New Balance at the forefront of NBA 3-on-3 basketball in one of the world’s most sneaker-conscious cities.
Murray as a Credibility Carrier
The choice of Murray for this Tokyo activation is deliberate. The Denver Nuggets point guard is one of the most recognizable players in the NBA for Asian fans — he has built a real following in Canada and across the Asia-Pacific region. His presence in Tokyo generates media and social coverage well beyond the basketball community.
For New Balance, having Murray in Tokyo under its banner, at an NBA event the brand itself presents, condenses three things into one activation: sports visibility, cultural credibility, and Japan-specific anchoring.
Why NBA 3X Suits New Balance
3-on-3 basketball is a natural terrain for New Balance: more streetwear than traditional 5-on-5, more accessible for fans, and carrying an urban aesthetic that aligns better with the brand’s identity than big-arena NBA settings.
New Balance isn’t trying to displace Jordan Brand or Nike in institutional basketball. The brand is building its basketball credibility through alternative formats, signature silhouettes, and athletes chosen as much for their cultural resonance as their playing record.
New Balance’s Japan Playbook
Japan is a key market for New Balance — not just for running shoes. The brand has a meaningful presence in Japanese sneaker and streetwear culture, reinforced by collaborations with recognized Japanese designers and boutiques. Bringing Murray to Japan for an NBA event also signals that New Balance is serious about its role in local basketball culture, which is in real growth in the country.
NBA 3X TOKYO is an example of how New Balance links sport, culture, and geography into a single campaign that means something in more than one dimension.