State Farm partnered with 2K to promote NBA 2K22.

Since 2018, State Farm has sponsored 2K with in-game signage and being branded ‘Assist of the Game’. In the game’s 2022 version, State Farm had a virtual store. The store, NBHOOD GOODS, was full of khakis and red polos (just like the ones State Farm employees wear in their commercials) as well as jerseys, gym shorts, backpacks, hats, and sweatbands. But who ran the store? None other than Jake from State Farm himself! Players could even talk to virtual Jake (a non-player character) in 2K’s social hub, The City.

Interactions like these unlocked a new outfit for characters- Jake from State Farm’s red polo and khakis. Kevin Miles, who plays Jake in the State Farm commercials, stopped by the 2K motion-capture studio to create the avatar himself. On October 2, a live event took place where Miles (aka Jake) played well-known players and fans even won prizes.