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Adidas and EA team up on 'NFS: The Run'-ning shoe

by Alexander Sliwinski on Oct 11th 2011 3:00AM

Electronic Arts and Adidas collaborated to produce 100 pair of shoes tied into Need for Speed: The Run. The shoes, beyond an NFS detail, look like they were discovered in some box at the back of the Adidas warehouse, intended as a promo piece for the 1992 Spike Lee joint Malcolm X.

"Our goal with Need for Speed is to be more than just a video game franchise, as we view ourselves as a leader in youth and automotive culture as well," said Kevin Maher, senior director of marketing at EA, as our eyes widened at the hubris.

The first 50 pair of shoes will be available at the Adidas Originals Chicago store on October 10, with another 50 available at the San Francisco store on October 22. The first to purchase the shoes will be invited to "exclusive kick-off" events at the stores a few days later.

Source: EA

Tags: adidas, EA, Electronic-Arts, fashion, microsoft, need-for-speed-the-run, pc, playstation, ps3, xbox

Reader Comments (26)

I wonder what sort of DLC those shoes will have.

@FinalFantasyXIIIsucks Perhaps it will require an online pass?
(Sorry, couldn't resist.)

@ButteryPie Only if you want to leave the house.

@FinalFantasyXIIIsucks

I can't wait for the pump it up DLC

@FinalFantasyXIIIsucks EA and Adidas have teamed up to announce that they now own the exclusive rights to "shoes."

Responding to criticism that people who want to cover their feet with other shoes that are of much better quality--such as those formerly made Nike, New Balance, and Allen Edmonds--now have no other alternative, an EA representative says there are plenty of other foot coverings on the marketplace with which they compete, such as sandals, flip-flops, and newspapers tied together with string.

Hmmm not bad looking... no listed price mean probably cost too much....

A little more on-topic, they do look nice.

It's like Marty McFly's shoes, only with less well-earned nostalgia and more shameless cashing in.

Hmmm not actually that bad

If they didn't have the high thingamajig around the ankle, I'd like them more.

(Yes, kids, I'm old and not in fashion)

they look better, if the thing lights up every time u take a step

thats one ugly shoe.

Nice kicks. I'd cop.

"We view ourselves as a leader of youth and automotive culture as well".

What? Lol

@joer22784

Thus comes the end of "videogames".

Long like the digital playground.

Usher in the era of the conglomerate!

@joer22784
My thoughts exactly, I have no idea what he means by this. Ridiculous statement. Lol.

They make racing games, so now they are a leader in automotive culture? Good to see that arrogance isn't a dead art.

Wouldnt this make more sense for Mirrors Edge? Why are shoes being associated with a driving game? Oh yeah, they added QTE chases in between races...wut

The sooner EA gets out of the video game business, the happier I'll be.

" "Our goal with Need for Speed is to be more than just a video game franchise, as we view ourselves as a leader in youth and automotive culture as well," said Kevin Maher, senior director of marketing at EA "

I...umm....what now?