SEGA Unveils Brand New Sonic the Hedgehog Fan Celebration with “Racing Around the World”

Today, SEGA announced its latest brand campaign for Sonic the Hedgehog, Racing Around the World, which pays homage to Sonic the Hedgehog’s trademark characteristics of speed and attitude and supports the upcoming video game, Sonic Racing: CrossWorlds. To kick off the campaign, SEGA has partnered with Red Bull to create a thrilling stunt racing film, which features globally renowned high-speed stunt driver Brandon Semenuk, along with fun easter eggs from Sonic Racing: CrossWorlds. You can check out the film here.

The Racing Around the World campaign celebrates decades of Sonic’s iconic racing speed and is set to electrify fans with new levels of acceleration. Fans can also expect new racing-inspired brand partnerships, upcoming mobile game events, merchandise, and much more to come. Check out the full press release about the new Sonic campaign for more details!

SEGA Unveils Brand New Sonic the Hedgehog™ Fan Celebration with “Racing Around the World”

Sonic Team partners with Red Bull to launch brand campaign with thrilling stunt racing film.

BURBANK, CALIF. – May. 21, 2025 – Today, Sonic Team revealed its latest brand campaign, Racing Around the World, dedicating this year to Sonic’s trademark characteristics of speed and attitude. Racing Around the World supports the upcoming video game release Sonic Racing: CrossWorlds and will unite the Sonic community by drive, encouraging fans to tap into their full potential and go above and beyond. This follows last year’s campaign, Fearless: Year of Shadow, which honored the iconic character Shadow the Hedgehog and his prominent role across several media initiatives including the video game SONIC X SHADOW GENERATIONS and the third Sonic movie.

To kick off the campaign, SEGA has teamed up with Red Bull and their globally renowned high-speed stunt driver Brandon Semenuk – three-time American Rally Association National Champion and five-time Red Bull Rampage Champion, and the first person ever to claim five Rampage victories – among numerous other acclaimed achievements. Together, they have created the ultimate stunt racing film, designed to excite fans for Racing Around the World. As part of the collaboration, the trailer introduces a new installment in Red Bull’s award-winning series of stunt racing films, featuring fun Easter eggs from Sonic Racing: CrossWorlds hidden within the video. Take a look at the trailer HERE.

“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,” said Brandon Semenuk. “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.”

“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,” said Marcella Churchill, Vice President of SEGA/ATLUS Brand Marketing. “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.”

As part of the Racing Around the World campaign, fans can also expect new racing-inspired brand partnerships, upcoming mobile game events, merchandise, and much more to come. Head to the official Racing Around the World website for news, updates, and media surrounding this year’s brand programs.

To stay current on Sonic the Hedgehog news, follow Sonic on X, Instagram, and TikTok, like him on Facebook, and subscribe to the Twitch channel and the YouTube channel. Fans can head to the Sonic the Hedgehog Amazon store to purchase bespoke Racing Around the World merchandise from Amazon Merch on Demand.

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