Sonic has teamed up with Red Bull on a new Racing Around the World marketing campaign to promote upcoming video game Sonic Racing: CrossWorlds (pictured), which is due out later this year. 

The collab kicked off on Wednesday with the launch of a short video called Sonic x Red Bull: Racing Around the World – Launch Trailer that already has more than 100,000 views on YouTube. It pits stunt driver Brandon Semenuk against Sonic in a global race taking them all over the real world and Sonic’s video game universe. 

SEGA plans to build out the campaign with mobile game partnerships, racing-inspired deals and exclusive merch. The company has already launched a range of products for the upcoming game such as apparel, phone cases and tumblers in its Amazon store. 

Sonic has spawned three successful feature films to date, including Sonic the Hedgehog 3 (December 2024), which became the franchise’s highest-grossing installment with a global box-office take of more than US$425 million. A fourth film is in the works to premiere on March 19, 2027. 

And on the licensing front, SEGA recently signed deals with Jakks Pacific for Sonic costumes and a new line of toys based on the DC x Sonic comic book crossover series.