SEGA is revving up for its next big Sonic the Hedgehog celebration with a brand-new global campaign titled Racing Around the World. Officially announced today, the initiative highlights Sonic’s iconic speed and fearless attitude—and it’s all leading up to the release of the upcoming racing game Sonic Racing: CrossWorlds.
At the heart of the campaign is a new high-octane stunt video created in collaboration with Red Bull. The film stars professional rally driver and Red Bull athlete Brandon Semenuk, a five-time Red Bull Rampage champion and a major name in the world of high-speed racing. The stunt-packed short is filled with nods to Sonic Racing: CrossWorlds, including some fun Easter eggs longtime fans will want to hunt down.
“Before I ever sat in a real race car, I was playing Sonic the Hedgehog,” said Semenuk. “Working with SEGA on this was a full-circle moment.”
This new celebration follows last year’s Fearless: Year of Shadow campaign, which spotlighted Shadow the Hedgehog across games, merchandise, and the third Sonic the Hedgehog movie. Racing Around the World shifts focus to Sonic’s signature thrills and motorsports spirit, blending his legacy with fresh branding opportunities and community events.
In addition to the Red Bull stunt film, fans can expect racing-themed collabs, new mobile game content, limited-edition merchandise, and more. While details on some of those surprises are still under wraps, SEGA is promising a steady stream of updates throughout the year.
“The Racing Around the World celebration captures the speed, style, and excitement Sonic fans have come to love,” said Marcella Churchill, VP of Brand Marketing at SEGA/ATLUS. “We’re excited to bring this world to life in ways that will engage fans across the globe.”
Want to keep up with everything in motion? Visit the official Racing Around the World website for the latest news, trailers, and updates.
Stay tuned to Sonic City for full coverage of the campaign and Sonic Racing: CrossWorlds as it hits the track!
I won’t lie, this is by far the best campaign the Sonic franchise has ever done in more than 3 decades! Can’t wait to see what the future unfolds for this new collaboration even with Sonic Racing: CrossWorlds due to be out soon.😁