OUR WORK 2K
Becoming a dinner table conversation: the NBA 2K26 cover reveal.
For the 27th installment of its iconic NBA 2K game, the international gaming giant 2K challenged FINN to create an unforgettable cover reveal that would reinforce NBA 2K’s deep ties to basketball culture and authenticity while celebrating their bold, confident and stylish cover athletes. As their trusted PR partner since NBA 2K20, FINN welcomed the opportunity to surpass its own previous successes and find a fresh, innovative way to drop the cover, and expand market share by appealing to new gamers, captivating pop culture and sports fanatics alike.
GOAL
Elevate NBA 2K, the world’s most popular basketball video game, to new heights during the NBA 2K26 cover reveal, unveiling three superstars – Shai Gilgeous-Alexander, Angel Reese and Carmelo Anthony – with maximum amplification across media verticals and channels.
SECTOR EXPERTISE
Consumer, Sports & Tech
1,369
stories secured globally within 24 hours of launch
44%
increase in coverage volume over 2024
353
North American articles
The Work
FINN harnessed this power trio of ballers, who are superstars on and off the court, to showcase the next iteration of NBA 2K. We created and led an integrated, international effort across both social and PR to reach 2K’s target audiences, which included:
- Earned media
- Managing multi-faceted exclusives for each of the three superstars and 2K’s priority media
- Tapped international markets through our FINN EMEA colleagues to secure coverage
Each player’s distinct persona — SGA’s elite IQ and ice-cold composure mixed with his effortless street style, Angel’s on-court bravado and ability to own the moment, and Carmelo’s reputation as one of the most iconic trendsetters and prolific scorers in NBA history — paired with FINN’s adept media strategy, left no doubt they were a cultural force to be reckoned with.
Our momentum morphed NBA 2K26’s campaign into “the Summer of SGA,” with FINN racking in stories day-after-day. Meanwhile, thanks to Angel’s stellar season, her signature Reebok sneaker, and the public’s strong association between her and NBA 2K26, the brand is top of mind and in the news on the regular.
As a result, “everywhere that mattered” showcased NBA 2K and its superstars, including Associated Press, Axios, BroBible, CNN, FOX News, Front Office Sports, IGN, Men’s Journal, Polygon, Sports Business Journal, and more. Plus, our local media pickups and social extensions drowned out all the competition.
To cap off the incredible campaign, FINN secured key entertainment storytelling opportunities, ensuring the covers were shown on The Late Show With Stephen Colbert with Carmelo, and The Tonight Show Starring Jimmy Fallon with SGA during the NBA 2K26 launch week. And we landed 2K’s three dream placements — in-depth interviews with PEOPLE, Rolling Stone and The Athletic (NYT) — with extensions across social media.