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Thursday, October 05, 2006
Jay-Z In EA's NBA LIVE 07

Exclusive to the Xbox 360(TM) and PlayStation(R)3 computer entertainment systems, gamers who purchase Rbk's new S. Carter Basketball IV shoe at Champs Sports will receive a special code to unlock Jay-Z's character for use in the game

A unique partnership between Reebok, Jay-Z, Electronic Arts and Champs Sports will allow consumers the opportunity to play as Jay-Z in EA SPORTS NBA LIVE 07, marking the music icon's first foray into the gaming world.

"Reebok is committed to being at the forefront of cutting-edge programming for young consumers, and gaming represents one of the most innovative platforms in today's interactive youth culture," said John Lynch, Reebok's Vice President of Global Marketing Communications. "The partnership between Reebok, EA, Champs Sports and Jay-Z presents each of us with an ideal opportunity to reach our target audience through their passion points of footwear, sport and gaming."

"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."

Jay-Z's character in NBA LIVE 07 has been modeled after many of his favorite NBA stars and will possess many of their traits, making for one of the most skilled players in the game. Jay-Z will boast the baseline to baseline quickness of Allen Iverson, the above-the-rim 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 S. Carter Basketball IV shoe hits Champs Sports stores on Wednesday, October 11, 2006. Once fans receive their unique code with the purchase of the S. Carter Basketball IV shoe, they will be able to unlock and play with or against Jay-Z as a member of the S. Carter All-Stars. The S. Carter All-Stars are comprised of the types of players Jay-Z admires -- skilled shooters, passers and scorers that all play great defense. In addition to being able to play Jay-Z, gamers who have the unique Champs Sports code will have access to a special S. Carter/Rbk basketball court to give the S. Carter All-Stars a true home court advantage. 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. Fans can go to for more details on how to get one of the unique codes.

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