KFC Legacy Art Court connects art, sport, and community
The new KFC Legacy Art Court is more than just a basketball court. The artwork, created in collaboration with 3X3 Unites and KFC, was designed by artist George Adegite, also known as “SiMSALABiMS.” It was officially opened in May in the Bijlmer and will now travel to other cities across the Netherlands.
“I’m incredibly proud,” says George, who is originally from the Bijlmer. During the design process, he received help from Ruben Jonker, art court designer at 3X3 Unites, and several 3X3 Leaders. Based on their ideas and his own illustration style, George created the KFC Legacy Art Court, in which the story of 3x3 basketball and 3X3 Unites is beautifully incorporated.
In addition to the KFC logo and the recognizable red colors on the court, a timeline has been created. It features, among other things, Museumplein and the metro system of Amsterdam Zuidoost. “The roots of 3X3 Unites and 3x3 basketball in the Netherlands lie in the Bijlmer,” George explains. With his design, he also tells the story of a young boy who starts playing on neighborhood courts and grows into a top player with a medal. As George puts it: “From the streets to the top.”
The KFC Legacy Art Court is part of the partnership between 3X3 Unites and KFC centered around 3x3 basketball. As a new partner, KFC not only aims to be visible around the court, but also to actively contribute to the communities where 3×3 originated and continues to grow. In recent years, 3x3 basketball has evolved from street culture into an Olympic sport, with deep roots in Amsterdam Zuidoost. It is precisely this origin and the role of the community that form the foundation of the collaboration.
George immediately knew the project would suit him when he was approached by advertising agency Truus with the question of whether he was open to collaborating with 3X3 Unites and KFC. “KFC is an iconic brand to me. As a kid, you’d always look just a bit more hopefully at your mom when passing a KFC, hoping she’d go inside,” he says. “And when I heard it involved 3x3 basketball, I immediately thought of Worthy de Jong: a guy from the Bijlmer who wins Olympic gold. That remains special.”
Through this collaboration, KFC aims not only to provide a platform for sport, but also to give something tangible back to the community. The court will be donated to 3X3 Unites, giving it a lasting purpose for training sessions, youth activities, and competitions. “3X3 Unites shows how sport brings people together and creates opportunities for young people,” says Tamara van Beelen, Marketing Director at KFC. “That social impact and the energy of the sport perfectly align with what we stand for as a brand.”
The KFC Legacy Art Court is not the first Legacy Art Court. 3X3 Unites develops these courts to create a lasting legacy in places that hold significance for the organization. Local youth are often involved in the design process, making it their own space where they can meet, play sports, and organize other activities. “A colorful and attractive court can breathe new life into a neighborhood square,” says Ruben.
The KFC Legacy Art Court was officially opened in the Bijlmer and immediately put into use. “When I first started playing basketball in the Bijlmer five years ago, we played on a neglected court,” says Yai Ma. The 3X3 Leader was part of the focus team and contributed to the design of the KFC Legacy Art Court. “The fact that we could now play on such an amazing court during the Street League—I honestly have no words for it.”
It was only when he stood on the KFC Legacy Art Court that he realized what it meant to him. “I found it really special, especially because I helped design it myself,” Yai says. “I immediately felt that I wasn’t just standing on any court. In this place, I can be myself—I feel free. That was really amazing to experience.”
What makes the demountable KFC Legacy Art Court unique is that it will also be installed in other cities across the Netherlands. “It’s really great that we can make art accessible to everyone for free in this way,” says Ruben.
George is also proud that his artwork will be seen in multiple locations throughout the Netherlands. “I’m very proud of the Bijlmer, the place where I was born and raised. I always try to reflect that in my work. I think it’s amazing that this sense of pride is now, in a way, traveling across the Netherlands, bringing together many young people to enjoy playing on the KFC Legacy Art Court. That’s what it’s all about in the end.”
Read more news from 3X3 Unites
Show more