Nike, Inc. has partnered 2K Sports, a publishing label of Take-Two Interactive Software, Inc. to deliver a new level of authentic basketball experience in the with the release of the NBA 2K6 video game at the end of this year. It marks the deepest integration into video games ever for Nike, with authentic footwear, the use of performance attributes associated with specific footwear models and the first ever video game integration of the Nike iD shoe customisation function.

In 24/7, NBA 2K6's Streetball Mode, players dribble across North America and compete in various streetball tournaments. As players advance through the mode, a new pair of Nike Basketball shoes is awarded to the user. Each shoe earned is then added to the player's Nike Shoe Locker. The shoes are classified based on Nike's Flight, Force and Uptempo categories and give the user enhanced performance when worn in the game. The player must choose the best performance characteristics, such as greater speed, to defeat the opponent. Once shoes are collected in the locker, gamers can use the exclusive 24/7 Nike iD customization feature to personalise their shoes.