o how do you reach a gamer with no patience for online adverts, and with the technology to zap through them? You embed the brand deeper in the game. Anyone who buys Electronic Arts' NBA Live 07 game on Xbox 360 or PlayStation 3 will be able to unlock a host of new items and features in the game from adidas Basketball.

The game has over 100 adidas-specific elements hidden in the game. These can be unlocked over time through simple codes distributed through retail, online and real-world NBA events. adidas will provide single-use unique codes which occasion the unveiling of its new marketing slogan, "It Takes 5IVE."... more