To paraphrase Justin Timberlake as Sean Parker in the 2010 film The Social Network, unlocking new skins and players in a video game is not cool. You know what’s cool? Unlocking real sneakers in a video game. Nothing like having your hard in-game work pay off with a dope out-game prize. Pretty soon you’ll be able to do just that, thanks to a unique first-of-its-kind partnership between EA 2K and Nike.
The sneaker titan’s signature app SNKRS is partnering with NBA 2K20 in a cool new initiative that will allow for players to unlock exclusive (real, not digital) sneakers through gameplay in the MyPLAYER Nation mode. The initiative seeks to function through community as it capitalizes on the intersect between sneaker culture, gaming culture, and basketball fans.
The gameplay that allows for players to unlock these sneaker drops will function in a community setting. 2K20 players can participate by selecting their favorite team and playing through the MyPLAYER Nation mode. The schedule in MyPLAYER Nation will mimic that of the regular NBA season, putting fans up against other members of the community the nights that their selected teams hit the court in real life. When specific milestones are hit, players will unlock the ability to purchase these special Gamer Edition (GE) sneakers on the Nike SNKRS app.
In order to participate, players will need to link their Nike and 2K accounts as well as download the SNKRS app. When a GE is unlocked, players are also able to use the digital version in their game. Throughout the 2019-20 NBA season, 10 GEs will be made available through the game. Nine of these will be unlocked through players achieving certain in-game milestones, while the final shoe will be unlocked through a surprise SNKRS cam execution.
Gamer Exclusives can be earned through personal achievements during the NBA season. (Photo Credit: Nike)
The first shoe in the lineup has already been revealed, that being the Nike LeBron 17 Flood Purple colorway. It’s a plush sneaker in all-over Lakers Purple. The 2K logo and the game’s tagline, “WELCOME TO THE NEXT,†adorns the sneaker as well. In order to unlock the shoe, players need to get their MyPLAYER avatar to a 98 skill level – one above LeBron’s in-game rating of 97. After that, win your next match-up and the shoe is unlocked.
All things considered, this is a partnership long overdue. The intersect between the sneaker and gaming community runs deep (streaming star Ninja just launched a signature deal with adidas, while Nike began sponsoring Overwatch League teams in 2018). Throw in basketball, perhaps the single most integral facet of the sneaker community, and you’ve got a perfect collaboration. We can’t wait to see the other dope signature 2K sneakers that will be made available through the game over the next several months.
MyPLAYER Nation mode unlocks on Oct. 22, coinciding with the opening night of the NBA season. The LeBron 17 Flood Purple is available beginning Oct. 29 and will only be available in the U.S., as will all other GEs (though international players will be able to pick up the digital versions). To stay up to date with any and all releases, download the SNKRS app.
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