Sega is commemorating the 35th anniversary of its iconic character, Sonic the Hedgehog, with a series of events, including a distinctive 10-kilometre run through the streets of London. The 'Sonic Speed Circuit', developed in collaboration with exercise tracking app Strava, allows participants to follow a route specifically designed to resemble Sonic's head as it winds through the vibrant Shoreditch area.
As runners navigate the course, they will encounter seven 'Art Dash' murals strategically placed across the city. These artworks showcase pivotal moments from the much-loved video game series, adding a visual treat to the physical challenge. Those who complete the 10km circuit this month will be entered into a prize draw to win exclusive Sonic the Hedgehog anniversary merchandise.
Jamie Turner from Sega highlighted the initiative's aim to engage a new generation of runners, challenging them to emulate Sonic's renowned speed. He noted that research indicates a high level of confidence among millennials regarding their athletic capabilities, with a significant proportion believing they could achieve a four-minute mile. The 'Sonic Speed Circuit' offers fans an opportunity to test their abilities in a real-world gaming environment, complete with large-scale visuals of Sonic and his companions along the route.
Beyond the London run, Sega is also orchestrating a global 'Sonic Live In Concert' tour. This musical event will feature recognisable music from across the franchise's history, spanning from the original 1991 game to the more recent 2025 title, 'Crossworlds'. A live ensemble, complemented by rock musicians, vocalists, and electronic elements, will perform these tracks. The concert also aims to honour the creative contributions of legendary composers Jun Senoue and Tomoya Ohtani, whose work has been instrumental in defining Sonic's musical identity over the decades.
The 'Sonic Live In Concert' tour is set to commence in Washington on 20th September. Following a series of North American performances, the show will make its way to London's Eventim Apollo on 30th September, before embarking on a comprehensive UK tour in early 2027. Tickets for these events are currently available.
Source: Sega