360 Hoops announced it has received an investment from UConn women’s basketball coach Geno Auriemma, who will also serve as a strategic advisor, as the company prepares to bring its patented three-in-one basketball system and circular gameplay format to market.
The company positions the investment as a major validation ahead of an official rollout planned for the second quarter of 2026, following prototyping and pilot programming conducted in 2025. 360 Hoops said its platform is designed to increase player involvement and participation by creating more scoring opportunities, movement, and real-time decision-making within a single play environment.
At the center of the offering is a patented three-in-one hoop configuration that supports a proprietary format in which players can score on any of three baskets. The company said the equipment, gameplay, and activation components can be used independently or combined, with applications spanning player development, facility programming, events, and brand partnerships.
360 Hoops said its flagship product, 360Flex, is a portable system adjustable from 4.5 to 10 feet and is scheduled to be available for purchase this spring. The company also said it plans to introduce a permanent in ground version, and that a ceiling retractable, pro grade model is currently in development.
On the gameplay side, the company said it is introducing a 3v3v3 format played on a circular court, allowing players to attack and defend any of three baskets. 360 Hoops also said up to five 360Flex systems can operate within the general footprint of a traditional basketball court, which it believes can enable higher participation and expanded programming opportunities for operators.
Founded by Anthony Gomez and Shane Brey, 360 Hoops said it is aiming to expand participation, skill development, and engagement while preserving the fundamentals of basketball. The company compared its ambition to the way pickleball broadened participation in racket sports, framing its format as a complement to traditional basketball rather than a replacement.
Looking ahead, 360 Hoops said it will begin sales this spring, introduce a nationwide slate of tournaments, and roll out a school experience model this fall. The company also said it expects to announce additional investments, partnerships, and strategic initiatives in the coming months.
KEY QUOTES
“What stood out to me about 360 Hoops is that it doesn’t try to change basketball…it amplifies it. More movement, more awareness, more decisions. Anything that gets players more involved and thinking about the game in real time is worth supporting.”
“Players learn by being involved. This format forces awareness and decision making in a way that reflects real basketball situations.”
“We need more ways to keep kids engaged with the game. 360 Hoops meets players where they are while still respecting basketball’s fundamentals.”
Geno Auriemma, Hall of Fame Coach and 12-time National Champion
“Geno’s belief in what we’re building is incredibly meaningful. He sees the game better than anyone and understands what truly benefits players and communities. His investment validates 360 Hoops as a platform that enhances basketball and youth development without compromising the integrity of the sport we all love.”
Shane Brey, Inventor and Co-Founder, 360 Hoops
“This is a major vote of confidence in 360 Hoops as a company, and we don’t take it lightly. We’re grateful for Geno’s belief and know his support will accelerate our ability to scale, bring 360 Hoops to market, and deliver long term value for the communities, partners, and players who experience it.”
Anthony Gomez, Co-Founder, 360 Hoops
