Reebok offers Jay-Z as virtual bball player

Rap artist Jay-Z starring in the National Basketball Association? It could be a virtual reality for gamers playing EA Sports' NBA Live 07.

Jay-Z is a celebrity endorser for Canton sneaker maker Reebok International, a subsidiary of the Adidas Group, and Reebok produces an S. Carter product line, Shawn Carter being the name Jay-Z was born with.

Gamers who purchase Reebok's new S. Carter Basketball IV shoe at the Champs Sports retail chain will receive a special code to unlock a Jay-Z character that can be used in playing NBA Live 07; the Jay-Z basketball character has been modeled after many popular NBA stars, including Allen Iverson, another Reebok endorser.

The promotion is made possible by a partnership among Reebok, Jay-Z, Champs Sports, and game maker Electronic Arts Inc., Reebok said.
(By Chris Reidy, Globe staff)