In the bustling streets of Lakeshore, style isn’t just an atmosphere — it’s a way of life. Need for Speed Unbound will amplify the energy and flair that underpins the franchise through a series of collaborations between Electronic Arts Inc. (NASDAQ: EA), Criterion Games and some of the most influential fashion innovators. Pioneering brands such as 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 and others will bring their stylistic visions to life in Need for Speed Unbound, launching worldwide on 2 December.
The fashion collaborators for Need for Speed Unbound were curated by Toni-Blaze Ibekwe, director of the game’s fashion department and editor of the British cultural magazine Wonderland. “Need for Speed Unbound presents a real visual identity, where players can see themselves and their style represented in the game,” said Ibekwe. “Through these collaborations, we’re making less distinct the boundaries between real and digital content, and my main hope is that fans embrace the freedom to express themselves through clothing and adopt some of their ‘bold’ choices from the game into real life.”
Palace, Versace, Puma, Namilia e Danielle Guizio will bring their iconic brands into the Need for Speed Unbound experience through custom collaborations that showcase each of their cutting-edge styles and go beyond licensed player apparel.
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Palace: For the most trend-conscious who zip through the streets of Lakeshore City, the Palace Edition of Need for Speed Unbound, created in collaboration with Palace Skateboards, offers a range of customised races, gear, and decals to enhance their vehicles and characters’ outfits.
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Versace: An iconic fashion house that doesn’t need introducing, Versace brings its prestigious style to Need for Speed Unbound through a rival in the game, Medusa, who embodies the rebellious energy and glamour of the Versace woman as a street racer, alongside 10 pieces of in-game clothing, from jackets to gym shoes.
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Puma: Longtime partner of the Need for Speed franchise and synonymous with "Forever Faster", Puma brings speed with its Rival Racer Chase in-game, which features a specially wrapped Porsche 911 GT3 RS. Players can also acquire 13 other exclusive Puma items, including track pants, hoodie and jacket. A special Puma x Need for Speed Unbound capsule collection of footwear and apparel will be available in the real world soon.
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Namilia: Driven by the revolutionary spirit of youth culture and the celebration of freedom and personal identity, Namilia will present a selection of six gaming items, from a coat to a corset. The Namila x NFS capsule collection features exclusive pieces to be revealed near the game’s launch.
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Danielle Guizio: a luxury brand that reflects New York City’s subcultures, the collaboration with GUIZIO will introduce the rival Harlow into the game, who will leave her mark on a special and personalised Chevrolet Corvette Stingray featuring the brand’s iconic motifs. Players will also be able to win five exclusive GUIZIO apparel items from their ready-to-wear collection.
Players can also equip their characters with clothing from ALPHA Industries, AWGE, Born x Raised, Brain Dead, Champion, EDWIN, FILA, GCDS, KHRISJOY, MKI MIYUKI ZOKU, NAPAPIJIRI, Vans and others.
"The Need for Speed franchise is becoming the home of pioneering and forward-thinking brands that actively shape culture," said Kieran Crimmins, Creative Director at Criterion Games. "With Need for Speed Unbound, we wanted to reinforce this philosophy by creating a truly authentic universe that not only represents our players but also offers them opportunities to interact with these iconic brands and experience them in a completely new way. These collaborations are just the beginning, and we can't wait to share details about other partners in the coming weeks."
The partners of Need for Speed Unbound who will bring their signature style and clothing to the streets of Lakeshore City have declared:
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Mathias Wendholt, Head of Marketing PUMA Motorsport, PUMA: "Since 1985, PUMA has been part of the motorsport world, always driven by a relentless commitment to creating innovative products for the world’s best racing teams and their fans. Our integration into NFS continues this approach in the digital world, where we always strive to work with the most interesting brands, give our consumers the opportunity to wear our brand in a digital environment, and demonstrate that PUMA Motorsport is also FOREVER.FASTER online."
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Nan Li, Founder of Namilia: "The racing style has always been at the heart of the NAMILIA brand, which blends high-performance clothing with high fashion, pop culture, and clubwear. Need For Speed, one of the legendary racing games, has been extremely influential in maintaining the modern and cutting-edge aesthetic of racing. We love seeing our models in a digital, usable format, as virtual reality and 3D animation are shaping the future of fashion. All the game’s pieces are available in Italy, making this Namilia x NFS collaboration a perfect creative meeting. As a customer, you not only feel powerful wearing your character in the game with Namilia, but you can also bring that same confidence into your real life and become the most powerful person in your imagination."
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Danielle Guizio, Founder of GUIZIO: "Growing up with video games, my competitive nature became firmly established and remains ignited today in business. The feeling of wanting to win so much hasn’t faded. With this collaboration, my childhood dreams become reality: not only having my car in the game, but also seeing greater female representation in the video game industry. That personalisation that once was missing is now being realised."
Need for Speed Unbound puts players around the world at the wheel of their street racing fantasies, outwitting police and proving they’ve got what it takes to win The Grand, the final street racing challenge of Lakeshore. The game features a brand-new, unique visual style that blends street art elements with the most realistic cars in the franchise’s history.
