Published: October 10, 2011
EA and adidas Originals Unite to Bring Need for Speed The Run to Consumers This Fall
REDWOOD CITY, Calif. - (BUSINESS WIRE) - Electronic Arts Inc. (NASDAQ: ERTS) and adidas Originals today announced
a one-of-a-kind lifestyle and gaming partnership for Need for Speed
The Run. Combining the cultural expertise of both brands, consumers
will not only see the iconic adidas Superstar shoes in Need for Speed
The Run, but they'll also be treated with exclusive and limited
edition Need for Speed The Run adidas branded apparel which will
be available at all adidas Originals stores across the United States.
The Need for Speed The Run and adidas promotion will be
celebrated at three of the country's and game's most iconic locations:
Chicago, San Francisco and New York where consumers will get exclusive
access to the limited edition Need for Speed The Run shoe
and video game.
(C) Electronic Arts 2011
"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.
"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," says Simon Atkins, head of Sport Style
Division at adidas North America.
The Need for Speed The Run and adidas Originals promotional
events kick-off on October 12 in Chicago. 50 pairs of the limited
edition Need for Speed The Run Top X shoe will go on sale October
10 at the adidas Originals Chicago store. The first ten consumers to
purchase a pair will get a ticket to the exclusive kick-off event at the
store on October 12*. Headlined by DJ Neil Armstrong and Kids These
Days, guests will also be able to get an early taste of Need for
Speed The Run, playing as Jack Rourke in the race to be first to New
York, equipped with the classic adidas Superstars.
The next event will be in San Francisco on October 27 at the adidas San
Francisco store. An additional 50 pairs of the limited edition shoe will
go on sale October 22 at the store. The first 20 consumers to purchase a
pair will get a ticket to the exclusive event at the store on October 27
headlined by Mick Boogie*. It all culminates in New York on November 15
to celebrate the game's launch.
Developed by Black Box, an EA Studio, Need for Speed
The Run will be available November 15, 2011 in North America and
November 17, 2011 in Europe for the Xbox 360 videogame and
entertainment system, PlayStation3 computer entertainment system, PC,
Wii and Nintendo 3DS . For more information on Need for Speed,
visit http://www.needforspeed.com
or become a fan on Facebook at http://www.facebook.com/needforspeed
and follow us on Twitter http://www.twitter.com/needforspeed.
* While supplies last. Must be 21+. Transportation to and from event not
included. Additional conditions and limitations may apply. See retail
store for details.
About Electronic Arts
Electronic Arts (NASDAQ:ERTS) is a global leader in digital interactive
entertainment. The Company's game franchises are offered as both
packaged goods products and online services delivered through
Internet-connected consoles, personal computers, mobile phones and
tablets. EA has more than 100 million registered players and operates in
75 countries.
In fiscal 2011, EA posted GAAP net revenue of $3.6 billion.
Headquartered in Redwood City, California, EA is recognized for
critically acclaimed, high-quality blockbuster franchises such as The
Sims , Madden NFL, FIFA Soccer, Need for Speed , Battlefield, and Mass
Effect . More information about EA is available at http://info.ea.com.
EA, EA SPORTS, EA Mobile, POGO, and Need for Speed are trademarks of
Electronic Arts Inc. The names, designs, and logos of all products are
the property of their respective owners and used by permission.
Microsoft, Xbox 360 and Xbox LIVE are trademarks of the Microsoft group
of companies. "PlayStation" and "PlayStation Network" are registered
trademarks of Sony Computer Entertainment Inc. Wii and Nintendo 3DS are
trademarks of Nintendo. All other trademarks are the property of their
respective owners.
About adidas Originals
adidas Originals is the original lifestyle brand, born in sport heritage
but living in contemporary lifestyles. Symbolized by the Trefoil, adidas
Originals is bringing heritage styles of the adidas history back to
life. Its biggest strength is the ability to be a relevant part of
people's lives - in whatever lifestyle they have.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50022759&lang=en
Electronic Arts Inc.
Jino Talens, 650-628-9111
Sr. Publicist
jtalens@ea.com
Dana
Sissons, 604-456-5004
PR Manager
dsissons@ea.com
Amanda
Taggart, 650-628-2974
PR Director
ataggart@ea.com
Tammy
Levine, 650-628-7223
Vice President
tlevine@ea.com
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