Classic franchise moves into sports lifestyle footwear with new tie-up.
SEGA Europe has revealed a new collaboration with global sports brand PUMA – teaming up video games icon Sonic the Hedgehog with the new RS-0 shoes.
A reboot of PUMA’s classic 1980’s Running System line, the new themed Sonic iteration will launch in June.
The partnership underlines SEGA Europe’s continued efforts to align its key franchises with high-end and visible brands from the worlds of fashion, lifestyle and art.
Jason Rice, director of brand licensing at SEGA Europe, explained: “The brand licensing team here at SEGA Europe have made it their goal over the past few years, to capitalise on the global reach and iconic stature of Sonic the Hedgehog, to leverage strategic yet inspiring partnerships with brands who also share a truly global reach.”
Jason continued: “This latest partnership with PUMA affords us the opportunity to move the Sonic franchise into the realm of highly exclusive sport lifestyle footwear and expose the brand to all new audiences.”
Adam Petrick, director for brand and marketing at PUMA, added: “We’re excited to be able partner with such a fun and innovative brand with a longstanding history in popular culture.
“We are one with SEGA in always pushing the boundaries forward and are very proud of the fantastic result of this collaboration.”
A special teaser video for the collaboration debuted during the ‘Gotta Go Fast: The Official Sonic the Hedgehog Panel’ at SXSW in Texas. You can check it out below: