I've read September 26th for all platforms (except PS3, which is November 17th).
While this date MAY be for US and European release, but I doubt we'll have to wait 3 extra weeks for the game to reach our stores. As long as it's before the 2006-07 NBA season tips off (October 31st)
Here's a great site for information and forums about the NBA Live series. This is where I found the release date information -
http://www.nba-live.com/
Just another thing, Madden NFL '07 was released on August 22nd in the USA, and August 31st in Australia (last Thursday). Should be a great game. Anyway, going by that logic, we should probably see NBA Live '07 on about October 5th, a week before M Dizzle said. Did you ask at EB Games or something M Dizzle? Because they're usually pretty reliable on release dates.