The phrase refers to a specific promotional event within the NBA 2K21 video game, where players could access and acquire Nike-branded in-game items, apparel, and possibly participate in associated challenges. This kind of integration often features exclusive content and opportunities centered around the real-world sportswear brand.
Such collaborations benefit both the game developer and the brand by increasing player engagement and creating heightened brand awareness. These events introduce fresh content, incentives for players to remain active in the game, and foster a connection between the virtual gaming world and the real-world products they admire. Historically, these in-game promotions have driven microtransaction sales and enhanced overall player satisfaction.