Jay-Z "Assists" NBA Live

Hip-Hop heavyweight Jay-Z will make an appearance in EA's new NBA Live '07 video game for Playstation and Xbox 360.

Consumers who purchase the new Reebok S.Carter Basketball IV shoe will receive a unique unlockable code to access the exclusive Jay-Z character, his S.Carter All-Stars and Rbk/S.Carter Arena for use in the game. The new edition of the S. Carter Basketball IV shoe hits Champs Sports stores on Wednesday, October 11, 2006.

The opportunity will mark yet another first in the multi-faceted career of the Brooklyn rapper.

"I always want to reach out to people in new and ground breaking ways and this collaboration with Reebok and EA does that by combining several things important to me: basketball, gaming and footwear," said Jay-Z. "NBA Live has always been one of my favorite games and I'm excited to play the latest edition and to be a part of it."



The Jay-Z character will encompass the skills and traits of many of the rapper's favorite pro hoopers, making his character one of the most skilled in the game. Jay-Z will boast the quickness of Allen Iverson, the leaping ability of Baron Davis and the three-point touch of Peja Stojakovic, among others.

"The players Jay-Z chose to have his character modeled after would be on the ultimate wish list of any basketball fan," said Brent Nielsen, Senior Producer of NBA Live '07 on Xbox 360 and PlayStation 3 console. "Fans will have fun and enjoy the opportunity to play with a character with super hero- like qualities that we have created for Jay-Z."

The unlockable Jay-Z character will also be available as a free agent to join gamers' favorite NBA team in both Season and Dynasty modes in NBA Live '07.

For more information, gamers can log on to nbalive07.com.