words // Brandon Richard
Adidas Originals and Electronic Arts Inc. have entered an unprecedented lifestyle and gaming partnership for the launch of the Need for Speed: The Run video game. With that partnership comes the release of a NFS-themed Top X sneaker and matching apparel. The Need for Speed Collection will be available exclusively at adidas Originals retailers in the United States.
To celebrate the new partnership, promotional events will be held in three of the game's familiar locations: Chicago, San Francisco and New York. At these events, customers will have access to both the adidas Originals product and the video game.
Chicago will kick off these events on Wednesday, October 12th. Leading up to the launch event the Originals store will release 50 pairs of limited edition Top X sneakers on Monday, October 10th. The first 10 to purchase a pair will receive a ticket to the exclusive event, headlined by DJ Neill Armstrong and Kids These Days.
The next event will be held on October 27th at the adidas store in San Francisco. Limited edition X-Top’s will go on sale Saturday, October 22nd and the first 20 to purchase a pair will gain access to the San Francisco event – headlined by DJ Mick Boogie.
It all culminates in New York on November 15th to celebrate the game’s official launch.
