The International Olympic Committee (IOC) and SEGA have unveiled their first co-branded merchandise collection, bringing together the two symbols of movement, perseverance and excellence for a special-edition collection, launched in honour of Olympic Day and Sonic the Hedgehog’s 35th anniversary on 23 June.
The Sonic x Olympic collection features a specially crafted graphic uniting the Olympic rings and Sonic the Hedgehog and friends, with Let’s Move – the IOC’s global sports participation initiative and the theme of Olympic Day. Five unique and colourful T-shirt and hoodie designs have been created, each featuring Sonic the Hedgehog, Tails, Knuckles, Amy and Shadow trying out the Olympic sports of basketball, skateboarding, weightlifting, tennis and football.
Olympic Day is celebrated annually to mark the founding of the modern Olympic Games in 1894, and this year carries a simple message: You Can Do This, to inspire and empower young people to take that first step – reminding them that feeling awkward, imperfect or uncertain is normal, one session is all it takes start, and with each movement self-belief will grow. Confident, determined and known for his speed, Sonic embodies the spirit of Olympic Day – which also coincides with his 35th anniversary this 23 June.
This is the first release in the multi-year licensing framework between the IOC and SEGA CORPORATION, to appoint licensees to launch a co-branded merchandising programme bringing together the Olympic rings and Sonic the Hedgehog in uniquely crafted designs and highlighting shared values including friendship, excellence and respect. The agreement forms part of the IOC’s Global Licensing Strategy, which aims to connect fans with the Olympic brand throughout the year through official licensed products.
The Sonic x Olympic collection is available now at the Olympic Shop.
