We partnered with NBA 2K to help define a clearer, more intentional brand strategy for a franchise that lives at the intersection of sport, gaming, and culture. As the game continued to grow beyond the console, our role was to articulate what NBA 2K stands for — not just as a product, but as a platform shaping how basketball is experienced, expressed, and shared.

Our work focused on aligning the brand’s competitive intensity with its cultural influence. We clarified the core idea that NBA 2K isn’t simply simulating the game — it is the game for a new generation. From community and creators to fashion, music, and street culture, the strategy positions NBA 2K as a living ecosystem that reflects how basketball shows up in the world today.

The result is a strategic foundation built to scale. One that gives the brand permission to evolve, collaborate, and lead with confidence — while staying rooted in authenticity, competition, and love for the sport. By defining the why behind the experience, we helped NBA 2K step fully into its role as a cultural force, not just a game.