Nike iD shoes appear in new 2K Sports title

More than just your average brand licensing deal, the new partnership between Nike and Take 2's sports label will allow players to enhance their in-game performance by wearing the right shoes.

The new deal marks the most comprehensive integration of the Nike brand in videogames, and the first ever videogame integration of the unique customisable shoe system, Nike iD.

Erik Whiteford, vice president of marketing, 2K Sports said: "The relationship between 2K Sports and Nike is about the natural union of two leading brands synonymous with sports, competition and innovation. Through this relationship, our aim is to deliver a truly unique basketball experience that taps into the intense passion and energy of the sport.â

Nike iD will feature in 2K Sport's forthcoming basketball game NBA 2K6, scheduled for release in autumn on Microsoft's Xbox, Xbox 360 and Sony PS2. The wide range of footwear will appear in all aspects of the game, with new exclusive shoes unlocked as a reward for progression through the various game modes.

Certain shoes will also enhance the player's in-game performance attributes such as speed and flight force, which 2K games claim is aligned to the true-to-life performance benefits of each particular Nike shoe.

Players will be assigned a Nike Shoe Locker, and as new shoes are unlocked, each pair can be fully customised using the Nike iD system. The two companies are intent on extending the partnership outside of the virtual world, with cooperative launches of exclusive footwear throughout the NBA season. Additional Collector's Edition shoes are also planned, and will retail with a free copy of NBA 2K6.

Commenting on the partnership, Ralph Greene, US Basketball Brand Director, Nike stated: "Partnering with an industry leader like 2K Sports allows us to deliver new and rich experiences with the Nike brand and also to provide more authentic gameplay for the consumer."