The Big3, the global 3-on-3 basketball league founded by Ice Cube and Jeff Kwatinetz, tapped sporting goods industry veteran Mark King to join the Big3 as chairman of the Board of Directors. The league said this strategic leadership addition comes as it prepares for its seventh season starting June 15 on CBS.

“Mark’s true passion for sports, aptitude for success and belief in the Big3 as a premier global league makes him an exciting addition to our team,” said Ice Cube. “Mark understands what this league is all about and believes in what we are building. Through our conversations, it’s clear that Mark is an exceptional person as well as an executive superstar, and his wanting to become our chairman lets the world know that the Big3 is headed in the right direction.”

After beginning his career as a territory sales rep at TaylorMade, King rose to president, then CEO, leading the brand through triple-digit growth. As president of Adidas North America, King helped to double the brand’s market share in under three years. He was appointed Taco Bell CEO in 2019 and will depart after steering the company through a transformative era.

“I’m thrilled to be taking on a leadership role with a league that has always embraced creativity and innovation,” said King. “The Big3 is doing something unique in sports—building a fully integrated culture and entertainment experience. Ice Cube and Jeff Kwatinetz have not only laid the groundwork for a global infrastructure for professional 3-on-3 but have created a league that has seven years of staying power while doing what is best for the players and the fans. I’m excited to get to work making this the best season yet.”

Image courtesy Mark King Live