Shai Gilgeous-Alexander has been selected as the cover star for NBA 2K26, recognizing his growth and contributions to the game. The selection process involves months or years of collaboration and relationship building with potential cover athletes. Zak Armitage, NBA 2K's SVP and GM, emphasized that choosing a cover athlete is not a last-minute decision but involves aligning the player's achievements with the game's vision. SGA's long-standing involvement in NBA 2K marketing has made his selection timely given his increased prominence in the league.
"People often think that it's a last-minute decision when the [NBA Finals] are being played. However, cover stars are worked on months, if not years, in advance."
"It's a partnership; it's a year-long partnership that we're entering into together. So [the NBA 2K cover] has got to be something that makes sense for them, and makes sense for us."
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