EA and adidas team up for promotional collection
US video game company, EA, has teamed up with German sportswear firm and adidas to create a lifestyle and gaming promotional partnership called ‘Need for Speed The Run’ (based on the racing game Need For Speed).
Adidas’ Superstar shoes will feature in Need for Speed The Run, along with limited edition Need for Speed The Run adidas branded apparel. The Need for Speed The Run and adidas promotion will be celebrated at three of the game’s most iconic locations: Chicago, San Francisco and New York.
“Our goal with Need for Speed is to be more than just a videogame franchise, as we view ourselves as a leader in youth and automotive culture as well. Adidas is one of the biggest lifestyle brands in the world and we couldn’t be more excited to partner with them on Need for Speed The Run,” said Kevin Maher, senior director of marketing at EA.
Simon Atkins, head of Sport Style Division at adidas North America said: “When we heard about Need for Speed The Run, we felt like it was a great fit with our brand and our core consumer, as Need for Speed shares our same vision of striving to be the leading lifestyle brand in their respective industry.”
The Need for Speed The Run and adidas Originals promotional events start on 12 October in Chicago.
