Kenza and Ruben: From 3X3 Leader Course to Own Clothing Line at 3X3 Unites!
Kenza El Alaoui and Ruben Jonker have been leading the 3X3 Unites clothing line since 2024. They designed the Plant a Seed collection and are coming back with fresh, new apparel for the World Tour Amsterdam Masters. What journey did these 3X3 Leaders take, and how did they specialize in fashion?
Kenza still remembers coming across an Instagram post about a 3X3 Unites Leader Course about five years ago. "I didn’t know what it was at the time, but when I signed up and joined the first-ever Leader Course for women, I quickly found it super exciting.
"Through 3x3 basketball, she learned how to connect young people, organize events, improve communication, and develop leadership skills. "I really had to step out of my comfort zone because you’re put in a group where you don’t know anyone, doing things you’ve never done before."
In 2017, Ruben had just quit playing 5-on-5 basketball but still wanted to stay involved in the sport. When his basketball coach told him about the 3X3 Unites Leader Course, he was immediately interested. "I learned a lot," says Ruben. "I became more independent, learned how to set up my own projects, and how to use a network to bring my ideas to life.'' When Kenza later started studying at the Amsterdam Fashion Academy, she wondered how she could contribute to 3X3 Unites beyond basketball. "The great thing about 3X3 Unites is that you get complete freedom, and it’s about so much more than just 3x3 basketball," she says. "If you say, 'I have a plan,' you’re given the space to make it happen."
Kenza had already modeled for 3X3 Unites' clothing, which is how she got involved. "I jumped in because I thought it was really cool. It suited me, and I felt like I could add something here. I knew: 'I’ve found my thing."
Ruben felt the same way. He was studying Media Design and Graphic Design and, after completing his Leader Course, wanted to help elevate the clothing that 3X3 Unites was producing. "In school, I learned how to create things, but at 3X3 Unites, you create things that actually get used."
Today, Kenza and Ruben are involved in the entire process—from brainstorming and maintaining external partnerships to designing mood boards and overseeing production. "We try to bring something new every year," says Kenza, who serves as the product manager.
Last year, they launched their Plant a Seed collection, selling the clothing during the World Tour Amsterdam Masters. "Plant a Seed represented planting a seed," Kenza explains. "If you water it enough, it can grow into something beautiful. It was a metaphor for everything that 3X3 Unites stands for."
As they gear up for this year’s World Tour, taking place in May at the NDSM site in Amsterdam, they’ve developed another exciting clothing line. This collection features a varsity jacket, a scarf, and a World Tour T-shirt. According to Kenza, the clothing is a way to show the world who they are and what they stand for. "This is us," she says.
It ties in perfectly with the campaign leading up to the World Tour, which revolves around self-expression. "Self-expression is also about how you dare to express yourself and present yourself to others. It’s about being who you want to be," says Ruben, the head designer. "Clothing can help with that—it can send a message."
Kenza and Ruben love running their own clothing line. It’s something they never expected when they first started the Leader Course on the streets a few years ago, unsure of what to expect. "It’s amazing that we were given the space to develop our talents through 3x3 basketball and that we’ll soon be showcasing our own clothing line at the World Tour Amsterdam Masters," says Kenza.
From the streets to the top. Exactly what 3X3 Unites stands for.
