SEGA will launch the Sonic Speed Circuit – a running route in the shape of Sonic the Hedgehog – in Shoreditch, London, to celebrate the beloved cartoon character’s 35th anniversary.
The Sonic Speed Circuit will launch following research that found almost half (46%) of millennials – the first generation who grew up with the Sonic franchise – go for a run at least once a week, while Londoners (33%) are most likely to have been members of a run club.
Three out of five (62%) millennials believe that it is never too late to start running, with the majority (53%) saying that mental strength is more important than physical strength. Indeed, half (50%) of millennials believe that running is the best form of endurance training, leading a third (35%) to say that continued self-improvement is the best part.
What’s more, a fifth (21%) of millennials say that Sonic the Hedgehog would make the best running partner, and more would like to join a run club with Sonic (17%) than fictional characters including The Flash (14%), Road Runner (9%) and Quicksilver (5%).
The new 10km route will begin at Ebor Street, where SEGA will unveil seven fun murals depicting Sonic the Hedgehog throughout Shoreditch, London.
There will also be a smaller 500m route for those who simply want to experience all of the murals in their breathtaking glory, while Ebor Street will be taken over with Sonic the Hedgehog hoardings.
SEGA commissioned a range of illustrators with experience collaborating with Disney, Marvel, Netflix, Pixar and DC to bring the iconic Blue Blur to life in their own unique style.
Fans of Sonic the Hedgehog can visit the seven murals from Monday 1st June – Sunday 28th June:
● 30 Redchurch Street, London, E2 7DP
● Holywell Lane, London, E2CA 3PQ
● Great Eastern Wall, London, E2CA 3EJ
● Ebor Street, London, E1 6AW
Jamie Turner, Head of Brand Marketing & Partnerships at SEGA, said: “Sonic has always stood for speed, energy and adventure and millennials in particular really connect with these qualities, having grown up in tandem with this iconic character. That connection made it clear that Sonic’s 35th anniversary was the perfect moment to bring fans together through movement, community and a bit of playful gamification.
“We’re delighted to launch a run club inspired by Sonic the Hedgehog, which allows fans to quite literally step into his character, whilst our murals bring Sonic’s world to life throughout the route. Together, these touchpoints have turned the 35th anniversary into a vibrant celebration of everything fans love about Sonic.”
As two out of five (38%) Brits said that earning rewards would encourage them to run more often, participants who complete the Sonic Speed Circuit throughout June will have the chance to win Sonic the Hedgehog 35-year anniversary merchandise including a water bottle, running socks, pin badge, and a print of one of the murals.
You can join the Sonic Speed Circuit run club on Strava here: https://strava.app.link/03aylgcBi3b
