Sonic Team has launched a new brand campaign titled Racing Around the World, seeking to spotlight the appeal of Sonic the Hedgehog’s signature speed and attitude. This initiative sets the stage for the upcoming game Sonic Racing: CrossWorlds, aiming to unite fans globally with a call to embrace ambition, energy, and momentum.
Building on the momentum of last year’s Fearless: Year of Shadow campaign, which celebrated Shadow the Hedgehog across multiple media, Racing Around the World shifts focus back to Sonic, rallying the fanbase around a high-octane theme of performance and determination.
To kick off the campaign, SEGA has partnered with Red Bull and renowned stunt driver Brandon Semenuk. Known for his achievements in rally driving and freeride mountain biking, Semenuk headlines a new stunt racing film produced as part of Red Bull’s acclaimed series. The video weaves in nods to the Sonic universe and includes hidden Easter eggs from Sonic Racing: CrossWorlds, designed to engage and excite fans ahead of the game’s release.
Reflecting on the collaboration, Semenuk shared his early inspiration:
Before I ever sat in a real race car, I was playing Sonic the Hedgehog, racing games, really anything with speed. That was my intro to racing. It all started with pixels and a controller, but the obsession with going fast was real from day one. Getting to work with SEGA on this project was full circle—bringing racing into more people’s hands the same way it started for me.
Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing, also spoke about the campaign’s aims:
The Racing Around the World fan celebration embodies everything fans love about Sonic—from his superfast speed, bold attitude, and ability to inspire fans to push their limits. Our partnership with Red Bull delivers a thrilling stunt racing film that brings key elements from the Sonic universe to life for fans worldwide. We hope it brings fans together and allows them to experience the excitement of the Sonic Racing universe like never before.
Sonic Racing: CrossWorlds is set to launch soon on PC, PlayStation 5, PlayStation 4, Xbox Series X, Xbox One, and Nintendo Switch.
