Sega continues to celebrate Sonic's 35th anniversary, this time organizing a special 10-kilometer race through London.
In collaboration with the physical activity tracking app Strava, a route called the Sonic Speed Circuit was created, 10 kilometers long and shaped to resemble Sonic's head on the map.
Along the way, participants will be able to see seven murals called "Art Dash," depicting iconic moments from the popular video game series.
Everyone who completes the route during this month will be entered into a prize draw to win exclusive Sonic anniversary souvenirs.
“As we celebrate Sonic’s 35th birthday, we wanted to pay tribute to the legacy of the Blue Lightning Hedgehog and his inexhaustible energy, challenging a new generation of racers to try their hand at his legendary speed,” said Jamie Turner of Sega.
"Our research shows that millennials have great confidence in their athletic abilities, with half of them believing they can run a four-minute mile. We're giving fans the chance to prove it with our Sonic Speed Circuit. We're turning London into a real-life video game zone. Whether you're a seasoned sprinter or just looking to increase your stride count, you'll be able to track your pace while enjoying the huge visuals of Sonic and his friends along the route. Sonic has been setting the pace for 35 years and we can't wait to see if fans can keep up," he added.
In addition to making fans run through the streets of London, Sega is also organizing a world concert tour.
"Sonic Live In Concert" will bring "the most recognizable music" from the entire franchise - from the original game in 1991 to "Sonic Racing: CrossWorlds" in 2025.
The music will be performed by an orchestral ensemble with rock musicians, vocals and electronic elements.
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