A preorder premium for NBA Elite 11 offered by GameStop tips off a new mode in NBA Elite 11, something called "Become Legendary". The smart money's on this being a singleplayer career along the lines of FIFA's "Be a Pro".
Saith the listing:
Reserve NBA Elite 11 and receive a GameStop exclusive Jordan Brand Boost Pack. The boost pack unlocks a pair of Jordan XI shoes and valuable experience points that give you an immediate head start in the all-new Become Legendary Mode! Available online and in-store while supplies last.
Now, all that said, "Become Legendary" is the name of a Nike ad campaign, so some might think it's a branded one-off, like a greatest-moments compilation. But the reference to "valuable experience points" and an "immediate head start" pretty clearly indicate singleplayer career, which first appeared in a basketball title with "My Player" in NBA 2K10.
I emailed an EA Sports rep asking for more details, but didn't hear anything. That's cool, they have their own rollout schedule.
Final, unrelated note: EA Sports did answer my question about NBA Jam for the 360 and PS3, which will be included free (via one-use download code) with retail copies of the game. The 360 and PS3 versions will have the same, full roster of players, secret players, and legends, as the Wii version.
NBA Elite 11: All-New Become Legendary Mode Revealed By Gamestop [Operation Sports]