Having a little cross-marketing love is nothing new in the gaming industry: from Halo: Reach and Doritos to LittleBig Planet and Subway.

Rarely though, do we see a clothing line so involved in a game’s release – let alone seeing the results in the game thereafter. So the announcement that shoe manufacturer Adidas Originals has teamed up with Electronic Arts to help show off some sweet kicks  – and some sweet driving skills – while promoting the upcoming Need for Speed: The Run.

Celebrating the game’s release in Chicago, San Francisco, and New York (the same cities from the game), players that want to get some new footwear can show up at the event in their given locations, and get their chance to purchase limited edition threads. On October 10th, 50 pairs of the Need for Speed: The Run “Top X” shoe will go on sale at the Adidas Originals store in Chicago.

The first 10 purchasers will also get a bonus ticket to the kickoff event at the store on the October 12th, headlined by DJ Neil Armstrong and Kids These Days. The same thing will happen on the 22nd in San Francisco, with an event on the 27th (headlined by Mike Boogie). New York will finish the rounds, with a release event at the Adidas Originals on November 12th: the day the game is released.

At each of the locations, even if you’re not there to get a pair of kicks, players can still have a go at the game – which will be on display for the entire world to see. Kevin Maher, Senior Director of Marketing at EA explained that the combination of shoe and game was not only a great idea – but a perfect fit:

“Our goal with Need for Speed is to be more than just a videogame franchise, as we view ourselves as a leader in youth and automotive culture as well. Adidas is one of the biggest lifestyle brands in the world and we couldn’t be more excited to partner with them on Need for Speed The Run.”

So if you’re in the area, and are in need of something for your feet, why not stop by and get a quick look at an upcoming racing title in the process? After all, if you were not spending it on shoes, what else would you spend it on… a limited edition?

Source: EA