It’s still a few weeks before Need for Speed Unbound launches but this early, there’s already something to be excited about. Electronic Arts and Criterion Games entered partnerships with some of the most influential brands in the world to expand on the energy and flair that lies at the heart of the Need for Speed franchise.
Each brand is set to bring its stylistic vision to life in the game for players to discover. Some of the brands include:
- Palace Skateboards
- Versace
- Puma
- Namilia
- Danielle Guizio
- ALPHA Industries
- AWGE
- Born x Raised
- Brain Dead
- Champion
- EDWIN
- FILA
- GCDS
- KHRISJOY
- MKI MIYUKI ZOKU
- NAPAPIJIRI
- Vans
The fashion collaborators were curated by the game’s fashion director Toni-Blaze Ibekwe, also the editor-in-chief of Wonderland. In a statement, she revealed that the game offers a real visual identity where players see themselves and their styles being represented. These different partnerships, according to Ibekwe, blurs the line between digital content and real life.
She went on to say that her goal was to have a visual identity that felt authentic. She added that her main role was actually to research and develop the visual identity of the game’s main characters as well as work on the main style tribes within the game.
Indeed, it seems that each single detail of the curated wardrobe was carefully studied and considered, from shapes and silhouettes to patterns and textures. Typically, it takes years, sometimes decades, to build a wardrobe for a single person. However, Toni did it for several character types in just months. Luckily, she didn’t need to do it alone.
Talking about this various collaboration, Criterion Games Creative Director Kieran Crimmins revealed that the series has become the “home for pioneering, cutting-edge brands who are actively shaping culture.” He added that in Need for Speed Unbound, they wanted to bring this ethos a level higher by coming up with an authentic universe that represents players and gives them opportunities to interact and experience these various renowned brands.
Ultimately, this collaboration hopes to give players the choice of whether to have their characters reflect their real-world style or come up with something that’s going to be hit in Lakeshore City.
Need for Speed Unbound is launching December 2 on PC, PlayStation 5, and Xbox Series X/S. Learn more about the game here.
