PUMA And SEGA Announce New Partnership


Global Sports Brand PUMA and SEGA Europe’s Brand Licensing Team officially announce an exciting new partnership. This collaboration brings the best of both worlds together with the pairing of SEGA’s iconic Sonic the Hedgehog with the all-new RS-0 sneaker.

This partnership comes at a time when both brands are experiencing a resurgence. PUMA is launching this Spring the new RS-0 shoe, which is a reboot of their classic 80’s Running System (RS) line. PUMA have partnered with influential and creative brands that push culture forward through innovation in design, style, technology, and more, each telling their own story of reinvention.

For SEGA it underlines their continued efforts to align key franchises within the SEGA portfolio with high-end and highly visible brands from the worlds of fashion, lifestyle and art.


Jason Rice, Director of Brand Licensing, SEGA Europe remarks, “This latest partnership with PUMA affords us the opportunity to move the Sonic franchise into the realm of highly exclusive sport lifestyle footwear and expose the brand to all new audiences.”


Adam Petrick, Director for Brand & Marketing at PUMA adds, “We’re excited to be able to partner with such a fun and innovative brand with a longstanding history in popular culture. We are one with SEGA in always pushing the boundaries forward and are very proud of the fantastic result of this collaboration.”

Check out the teaser video which premiered during “Gotta Go Fast: The Official Sonic the Hedgehog Panel” at SXSW in Texas https://youtu.be/0FgiamRwJzk

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