How NBA 2K Became a Fashion Playground

<![CDATA[Coach, Bape, Hellstar and CeraVé are just some of the brands featured in NBA 2K27, the latest edition of the popular video game series. BoF spoke to Ronnie Singh, head of lifestyle and marketing for the game, about how it’s become a venue for brands large and small to connect with its large community of users and even trial new products.