Need For Speed: The Run

Platform(s): Nintendo 3DS, PC, PlayStation 3, Wii, Xbox 360
Genre: Racing
Publisher: Electronic Arts
Developer: EA Black Box
Release Date: Nov. 15, 2011 (US), Nov. 18, 2011 (EU)

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'Need For Speed: The Run' (ALL) Teams With adidas For Apparel Branding

by Rainier on Oct. 10, 2011 @ 6:54 p.m. PDT

It's called The Run. An illicit, high-stakes race across the country. The only way to get your life back is to be the first from San Francisco to New York. No speed limits. No rules. No allies. All you have are your driving skills and sheer determination as you battle hundreds of the world's most notorious drivers on the country's most dangerous roads.

Need for Speed The Run lures players into an underground world of illicit, high-stakes racing. The heat is on — and it isn't just the fuzz who are after you. Entering the race is just the beginning as you blow across borders, weave through dense urban traffic, rocket down icy mountain passes and navigate narrow canyons at breakneck speeds. Powered by DICE's state-of-the-art Frostbite 2 engine, Need for Speed The Run takes the action racing genre to new heights with stunning visuals and car physics that hug the road even at top speeds all built around a gripping storyline. The cars are hot, the racing is intense and the story will have you at the edge of your seat… all the way from the Golden Gate Bridge to the Empire State building.

Using the groundbreaking Frostbite 2 engine, Need for Speed The Run will set the bar with unparalleled visual quality and enhanced physics. Need for Speed The Run will also take immersive storytelling to a new level with cutting edge performances that will draw the player into a world with no speed limits, rules or allies. Autolog, the Need for Speed franchise's revolutionary social competition functionality, is back and better in Need for Speed The Run as it will continue to reinvent how people play games, track career progression and compare game stats.

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 thelimited edition Need for Speed The Run shoe and video game.

“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.


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