SEGA recently announced its new campaign titled “,” featuring a special collab with Red Bull.

This new racing-themed campaign promises to deliver a range of events and experiences; fitting given that the next big game in the franchise is Sonic Racing: CrossWorlds, which is coming out this year on consoles and PC.

As part of this collab, SEGA also announced its partnership with Red Bull, along with world-renowned rally and MTB rider, Brandon Semunuk. This isn’t the first time that SEGA has teamed up with Red Bull. After all, the popular energy drink was featured in Pirate Yakuza in Hawaii, both in-game and via an X (formerly Twitter) campaign.

To celebrate the campaign’s launch, as well as the Red Bull partnership, SEGA shared a special video featuring a Red Bull rally car decked out with Sonic the Hedgehog decal. Check it out here:

Regarding the collab, Brandon Semenuk said:

“Before I ever sat in a real race car, I was playing Sonic the Hedgehog, racing games, really anything with speed. That was my intro to racing. It all started with pixels and a controller, but the obsession with going fast was real from day one,” said Brandon Semenuk. “Getting to work with SEGA on this project was full circle–bringing racing into more people’s hands the same way it started for me.”

For now, there isn’t much in the way of details regarding the Racing Around the World campaign, though SEGA promised that more updates will be shared soon.

Sonic Racing: CrossWorlds is set to be released on PS5, PS4, Xbox Series X|S, Xbox One, Nintendo Switch, and PC sometime in 2025.