Gene Shue, an NBA coach for 11 seasons with the Philadelphia 76ers and Baltimore Bullets, was named head coach of the new San Diego franchise yesterday and pledged to provide an "exciting, fastbreak style" of basketball.

Irv Levin, who last month swapped his Boston Celtics for the Buffalo Braves and moved the fraanchise West to San Diego, called Shue one of the "most outstanding coaches in the history assistant with the Bullets, also sought the job.

Shue, 46, who coached Baltimore from 1966-1973 and Philadelphia from 1973 until he was fired in November, said he signed a two-year contract with the club with an option for a third year.

No dollar figure was given for the contract, but Levin earlier was reported to have offered fired Boston Celtics Coach Tommy Heinsohn more than $100,000 for the job, which he turned down.

During seven seasons as coach of the Bullets, Shue's teams won four division titles and made the playoffs five times. He was named NBA coach of the year in 1968-69 and compiled an overall record with Baltimore of 291-257.

When he took over the 76ers in 1973, the team had come off a 9-73 season but Shue steadily improved the team and took the 76ers to the NBA finals in the 1976-77 season, only to be beaten by Portland in six games.