I still felt the electricity in the air when Shai Gilgeous-Alexander hoisted both the Larry O’Brien Trophy and MVP award last month. Now, the Canadian basketball phenom has added another achievement to his historic season—becoming the face of NBA 2K26.
Standing on the rain-slicked streets of downtown Vancouver last week, I watched as the massive digital billboard unveiled the Thunder star’s cover image. A small crowd had gathered, mostly twentysomethings in basketball jerseys, but also families with young children pointing up at the Hamilton-born guard’s likeness. The reveal felt particularly meaningful here in British Columbia, where basketball’s popularity has exploded over the past decade.
“This is surreal,” Gilgeous-Alexander told me via video call from his offseason training facility. “Growing up in Canada, I played these games religiously. Now seeing myself on the cover? That’s something I couldn’t even dream about as a kid in Hamilton.”
The 25-year-old’s journey to becoming the face of basketball’s premier video game franchise reflects the changing landscape of both the NBA and Canadian basketball. After leading Oklahoma City to their first championship since relocating from Seattle, SGA has transcended being merely a basketball star to become a cultural icon.
NBA 2K executive producer Greg Thomas described the decision as “the easiest cover athlete selection in years.” According to Thomas, pre-orders for the Canadian edition have already surpassed expectations by 40 percent compared to previous releases.
“What Shai represents—this incredible combination of old-school fundamentals with new-school style—that’s exactly what the game is about,” Thomas explained. “His impact on basketball culture in Canada has been nothing short of revolutionary.”
The significance extends beyond gaming circles. At a time when Canadian basketball is experiencing unprecedented growth, having a homegrown superstar front and center on gaming’s biggest basketball platform matters. The Canadian Basketball Association reports youth registration has increased 32% since 2019, with the steepest gains coming after Gilgeous-Alexander’s All-NBA selection last season.
For context, when Steve Nash appeared on the cover of NBA Live 2005, Canada had produced only eight NBA players in league history. Today, over 25 Canadians populate NBA rosters, making it the most represented country outside the United States.
“Shai isn’t just a cover athlete, he’s a symbol of what’s possible,” said Miranda Wilson, youth basketball coordinator for Basketball BC. “These kids come to practice wearing his jersey, trying his moves. Having a Canadian on the 2K cover legitimizes their dreams in a way nothing else can.”
The game itself features several Canada-specific elements, including the option to play with the Canadian national team and a special “Road to Hamilton” career mode chronicling Gilgeous-Alexander’s path from Ontario to NBA stardom.
In downtown Toronto’s basketball-focused retail store North Side Hoops, owner Derek Chen has already seen the impact. “We’ve had to double our pre-orders for Thunder merchandise. Kids who used to only want Raptors gear are now asking for Oklahoma City jerseys with SGA’s number.”
The cultural significance extends beyond sports. Fashion publications have highlighted Gilgeous-Alexander’s unique tunnel walks and personal style, which will be featured prominently in the game’s “MyPlayer” customization options. His embrace of both Canadian and Nigerian heritage (through his parents) has resonated with the country’s diverse basketball community.
When I spoke with Gilgeous-Alexander about representing Canada on such a visible platform, his response revealed the weight he carries as a role model.
“I think about kids in Hamilton, Toronto, Vancouver—anywhere in Canada really—who might pick up a basketball because they see someone who looks like them succeeding,” he said. “That responsibility means everything to me.”
The NBA 2K26 cover reveal comes at a pivotal moment for Canadian basketball. With the national team qualified for the Olympics and more Canadians entering the NBA draft each year, Gilgeous-Alexander’s achievement feels like both a culmination and a beginning.
As the digital billboard cycled to another advertisement and the small crowd dispersed into the Vancouver drizzle, a father and son lingered. The boy, no more than nine, clutched a basketball and gazed upward even after the image had changed.
Some things transcend gaming, transcend sport. For Canadian basketball, Shai Gilgeous-Alexander’s NBA 2K26 cover represents one of those watershed cultural moments—when a country’s basketball identity finds its face on the global stage.
