Key Takeaways
- Hall of Fame coach Geno Auriemma invests in 360 Hoops, a Sanford, Florida company developing a patented three-in-one basketball system with circular court gameplay
- The portable 360Flex system adjusts from 4.5 to 10 feet and is scheduled for purchase availability in spring 2026
- Up to five 360 Hoops systems can operate within a traditional basketball court’s footprint, according to the company
- The proprietary 3v3v3 format allows players to score on any of three baskets positioned on a circular court
- Company plans nationwide tournament slate and school programming rollout for fall 2026
Strategic Validation From UConn’s Auriemma
Geno Auriemma, the 12-time national champion and UConn women’s basketball head coach, has taken an investment and strategic advisory position with 360 Hoops. The company announced the partnership on January 28, positioning it as validation ahead of its Q2 2026 commercial rollout.
“What stood out to me about 360 Hoops is that it doesn’t try to change basketball, it amplifies it,” Auriemma said. “More movement, more awareness, more decisions. Anything that gets players more involved and thinking about the game in real time is worth supporting.”
The investment follows what the company describes as extensive prototyping and pilot programming conducted throughout 2025.
How the System Works
360 Hoops combines three components: a patented equipment design, a proprietary gameplay format, and a customizable activation platform for facilities and brands.
The 360Flex product is a portable three-basket system adjustable from 4.5 to 10 feet in height. The company states that up to five units can fit within the general footprint of a single traditional basketball court, potentially increasing participation capacity for operators and facilities. 360 Hoops also plans to release a permanent in-ground version, with a ceiling-retractable model currently in development.
The gameplay format is a 3v3v3 structure played on a circular court where all three baskets are live, meaning players can attack and defend any hoop. Co-founder Shane Brey, who invented the system, describes it as creating more scoring opportunities and decision-making scenarios within a compressed space.
The company positions the system as customizable for schools, clubs, municipalities, and brand partners, supporting signage, sponsorship opportunities, and event programming.
Market Positioning and Rollout Timeline
Founded by Anthony Gomez and Shane Brey, 360 Hoops draws comparison to how pickleball created a complementary market alongside tennis rather than replacing it. The company frames its product as an engagement tool that preserves basketball fundamentals while adding participation density.
“Geno’s belief in what we’re building is incredibly meaningful,” Brey said. “He sees the game better than anyone and understands what truly benefits players and communities.”
Sales of the 360Flex portable system will launch this spring. The company plans to host its own tournament series while also working with approved operators to expand programming. A school experience model is scheduled to roll out in fall 2026.
What Operators Should Watch
The success of 360 Hoops will likely depend on facility adoption rates and whether operators see measurable increases in programming capacity and revenue per square foot. The company’s claim that five systems can fit in one traditional court’s footprint suggests a focus on solving space constraints common in youth sports facilities.
Auriemma’s involvement adds credibility in the coaching and development community, though commercial traction will ultimately determine whether the three-basket format gains meaningful market share. Additional partnerships and investment announcements are expected in the coming months.
photo: Nike Basketball IG
via: 360 Hoops
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