Electronic Arts and adidas Originals today announced a lifestyle and gaming partnership for Need for Speed™ The Run. Consumers will not only see the adidas Superstar shoes in Need for Speed The Run, but they will also release a limited edition Need for Speed The Run adidas branded apparel and sneakers, which will be available at all adidas Originals stores across the United States.

The Need for Speed The Run and adidas Originals promotional events kick-off on October 12th in Chicago. 50 pairs of the limited edition Need for Speed The Run Top X shoe will go on sale October 10 at the adidas Originals Chicago store. The first ten consumers to purchase a pair will get a ticket to the exclusive kick-off event at the store on October 12th, headlined by DJ Neil Armstrong and Kids These Days.

The next event will be in San Francisco on October 27 at the adidas San Francisco store. An additional 50 pairs of the limited edition shoe will go on sale October 22 at the store. The first 20 consumers to purchase a pair will get a ticket to the exclusive event at the store on October 27 headlined by Mick Boogie. It all culminates in New York on November 15 to celebrate the game’s launch.

[via HighSnobiety]