A new game mode in NBA 2K20 will incorporate the opportunity to purchase “Gamer Exclusive” Nike sneakers. The mode is called MyPlayer Nation and was co-created by Nike and 2K, the game’s developer.
In MyPlayer Nation, gamers can choose an NBA team to play along on a schedule that mirrors the 2019-20 NBA season. Nike will release 10 sneakers throughout the season, which can be unlocked by achieving specific goals in the game. Players must link their Nike and 2K accounts via Nike’s SNKRS mobile app to purchase a physical version of the virtual sneaker they unlocked.
Initially, only U.S.-based gamers will be able to purchase the real sneakers, but players around the world can spend in-game currency in exchange for virtual versions for their 2K avatars.
The first of the new sneakers, a purple pair of LeBron 17s, will become available on Oct. 29. The shoes feature the 2K logo and the official NBA 2K20 tagline “Welcome to the Next.” To access the sneakers, users must reach a 98 overall rating with their in-game avatar, surpassing the 97 rating held by LeBron James in the game.
This partnership marks the first time that Nike has created sneakers exclusively for a video game franchise. However, the brand has been looking to better connect the digital and physical worlds, as evidenced by activations such as the Nike Live concept stores that have opened in Los Angeles and New York over the past couple years.
