Sonic and Shadow are apparently picking NBA teams now.
Primark has launched an exclusive Sonic the Hedgehog x NBA apparel collection, bringing SEGA’s characters together with official basketball branding across a new range arriving at the retailer this month. The collaboration was formally announced on August 28 through Primark, SEGA and the NBA, and products have already started appearing across Primark’s international storefronts. Read the official announcement on GamesPress
Rather than simply placing an NBA logo next to Sonic, several pieces directly pair individual characters with particular teams. Primark’s UK range currently includes a Los Angeles Lakers x Sonic hoodie and matching joggers, a New York Knicks x Sonic long-sleeve shirt and varsity-style bomber jacket, a Phoenix Suns x Sonic mesh jersey, and multiple Chicago Bulls x Shadow pieces including a sweatshirt, rugby shirt and joggers.
The Lakers Sonic hoodie is priced at £13 in the UK, with the matching joggers at £11, while the Knicks bomber sits at the upper end of the currently listed range at £23. The Phoenix Suns mesh jersey is £8, and Shadow’s Chicago Bulls sweatshirt and joggers are listed at £10 and £11 respectively. Prices and availability vary between regions, with some European Primark storefronts already showing pieces as unavailable or coming soon.
There are also more general NBA x Sonic the Hedgehog T-shirts for different children’s age ranges. One particularly busy white design is officially tagged by Primark with Shadow, the Toronto Raptors and Miami Heat, giving the Ultimate Lifeform another couple of teams beyond his dedicated Bulls range. The shirt is currently listed at £8 in the UK and $15 in the United States.
Primark’s current UK NBA catalogue shows at least ten Sonic-related pieces, spread primarily across sizes for ages 1 to 9 and 7 to 15. That makes this a considerably broader crossover than a single novelty shirt, with hoodies, joggers, outerwear, jerseys and standard tees all included in the rollout.
It also gives Sonic another sports-fashion crossover during an unusually busy year for licensed apparel. Sonic City recently covered the separate McLaren Racing x Sonic collection at M&S, which similarly combined Sonic artwork with the visual identity of a major sporting brand. The NBA collaboration is its own partnership, though, and goes considerably further in pairing individual Sonic characters directly with recognizable teams.
Sonic wearing Lakers colors and Shadow representing the Bulls feels strangely natural, although we are going to need an official ruling on how many NBA teams Shadow is actually supporting before this gets out of hand.
The Sonic the Hedgehog x NBA collection is rolling out exclusively through Primark, with individual products and availability differing by market. You can browse the currently available Sonic range directly through Primark’s official storefront.
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