Electronic Arts and adidas Originals announced a partnership for Need for Speed The Run. C Players will see adidas Superstar shoes in Need for Speed The Run, and get limited edition Need for Speed The Run adidas branded apparel which will be available at all adidas Originals stores across the United States. The Need for Speed The Run and adidas promotion will be highlighted at three of the country's and game's most iconic locations: Chicago, San Francisco and New York. At these locations consumers will get exclusive access to the limited edition Need for Speed The Run shoe and video game.

The Need for Speed The Run and adidas Originals promotional events kick-off on October 12 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 12. Headlined by DJ Neil Armstrong and Kids These Days, guests will also be able to get an early taste of Need for Speed The Run, playing as Jack Rourke in the race to be first to New York, equipped with the classic adidas Superstars.

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.

Need for Speed The Run will be available November 15 in North America and November 17, 2011 in Europe for the Xbox 360, PlayStation 3, PC, Wii and Nintendo 3DS.