A unique partnership between Reebok, Jay-Z, Electronic Arts and Champs Sports will allow consumers the opportunity to play as Jay-Z in EA SPORTS' NBA LIVE 07, marking the music icon's first foray into the gaming world. Exclusive to the Xbox 360(TM) and PlayStation(R) 3 computer entertainment systems, gamers who purchase Rbk's new S. Carter Basketball IV shoe at Champs Sports will receive a special code to unlock Jay-Z's character for use in the game.
"Reebok is committed to being at the forefront of cutting-edge programming for young consumers, and gaming represents one of the most innovative platforms in today's interactive youth culture," said John Lynch, Reebok's Vice President of Global Marketing Communications. "The partnership between Reebok, EA, Champs Sports and Jay-Z presents each of us with an ideal opportunity to reach our target audience through their
passion points of footwear, sport and gaming."
"I always want to reach out to people in new and ground breaking ways and this collaboration with Reebok and EA does that by combining several things important to me: basketball, gaming and footwear," said Jay-Z. "NBA Live has always been one of my favorite games and I'm excited to play the latest edition and to be a part of it."
Jay-Z's character in NBA LIVE 07 has been modeled after many of his favorite NBA stars and will possess many of their traits, making for one of the most skilled players in the game. Jay-Z will boast the baseline tobaseline quickness of Allen Iverson, the above-the-rim leaping ability of Baron Davis and the three-point touch of Peja Stojakovic among others.
marketing@alchempro.com
