The designers of the NBA 2K6, released late last year by 2K Sports, painstakingly created beads of sweat, facial expressions, and Nike-branded sneakers that appear eerily like the real thing. 'Nike is an endemic part of the game of basketball,' says Shelby Cox, a director of marketing partnerships at 2K Sports. 'Its presence [in the game] isn't blatant.'"
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Shelby Cox, a director of marketing partnerships at 2K Sports.
Slide show for Reena Jana, Business Week, Jan.25, 2006, "Is That a Video Game -- or an Ad?"
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