NBA 2K Welcome to the Next

The Project NBA2K is more than just a video game. It’s the place where hoopers, gamers and tastemakers alike come together to create what’s next in culture.

Everything from the cover art to the release spot to the launch party contained easter eggs that told stories of what’s next. We used an original song, clothing from up-and-coming designers, and featured rising talent to create our immersive world of next.


Release Party Details
Ben Baller - Jewelry maker
Billy Keel - Ball Installation Artist
Erin Miller - Mural Artist
Rude - Apparel Display
IH Nom Uh Nit - Apparel Display
Shoe Surgeon - Custom Sneakers
Tobe - Music
Choppa - Music


Creative Director Sinan Dagli Design Director Cris Logan Creative Team Zack Browne, Alfonso Ruiz, Lynn Nakamura Executive Producer Fearghal O’Dea Director US Production Reset