Sonic the Hedgehog 3 dashed into theaters on December 20, 2024 and ILTHY unleashed a shock wave of style to mark the occasion. Teaming up with Paramount Pictures and SEGA, the Cleveland-based streetwear brand created an electrifying official merchandise collection that merged nostalgia and cutting-edge fashion. This collaboration wasn't just about clothing—it was about bringing gaming culture to life through bold, high-quality designs that resonated with fans of both Sonic and streetwear.
The story behind the collaboration
LTHY has made a name for themselves with their well-known partnerships, having worked with brands like Nike, NASA, and their most recent collaboration with Ubisoft’s Assassin’s Creed. The brand is taking a moment to look back on their collaboration with Paramount Pictures and SEGA, crafting a collection that captured the excitement of Sonic the Hedgehog 3.
Why was Sonic 3 a perfect match for ILTHY? Its speed, nostalgic roots, and vibrant style perfectly complemented ILTHY’s innovative ideas. Sonic’s iconic blue, the thrill of the chase, and the game’s unmistakable energy aligned perfectly with ILTHY’s creative vision. Fans experienced a collection that captured the essence of the fastest hedgehog alive.
Kumar Arora, CEO of ILTHY, shared his excitement for the collaboration:
"Partnering with Paramount Pictures and SEGA for 'Sonic the Hedgehog 3' was a monumental moment for ILTHY and many of our childhoods. Our Midwest roots and growing presence in the gaming scene made this collaboration a natural fit. We were excited to bring fans a collection that merged streetwear culture with the timeless appeal of Sonic."
Kristen Zimmer, Associate Director, Partnerships and Lifestyle Programs at SEGA, also emphasized the significance of this collection:
"Through our collaboration with ILTHY, we created a line of apparel that the community loved. Their innovative designs and authentic connection to the gaming community aligned perfectly with the spirit of Sonic. This collection offered fans a fresh and stylish way to celebrate the release of 'Sonic the Hedgehog 3.'"
Interactive Activations & Events
ILTHY didn’t just drop a collection—they turned Sonic’s world into an interactive experience with two events: a scavenger hunt and early screenings of the movie.
Scavenger Hunt Giveaway
In the scavenger hunt, ILTHY hid “Chaos Emerald” inspired gems in five Midwest cities: Cleveland, Kansas City, Milwaukee, Detroit, and Pittsburgh. The lucky fans who found them won, exclusive ILTHY x Sonic 3 merchandise and other prizes. This activation brought the excitement of the movie into the real world, rewarding Sonic’s most dedicated followers with a fun and immersive challenge.
Exclusive Early Screenings
Before Sonic 3 officially hit theaters, ILTHY hosted private screenings.
ILTHY and Paramount Pictures created an unforgettable evening for The Littlest Heroes – Pediatric Cancer Foundation by hosting an exclusive pre-screening of Sonic the Hedgehog 3. This special event gave young heroes and their families the opportunity to be among the first in the world to see the highly anticipated film. The night was filled with excitement, joy, and cherished memories as attendees enjoyed themed character cutouts for fun photo ops, professional Getty photography to capture the moment, and exclusive ILTHY x Sonic 3 merchandise. This heartwarming experience was made possible through the generosity of ILTHY and Paramount, bringing smiles to the faces of these brave children and their families, creating a night they will never forget.
Influencer & Family Screening – A special event featuring:
ILTHY hosted an exclusive Influencer & Family Screening to celebrate the release of the movie bringing together content creators, families, and devoted Sonic fans for an unforgettable experience. Attendees were treated to free ILTHY x Sonic 3 merchandise, making them among the first to get their hands on the limited-edition collection. The event also featured themed character cutouts, providing the opportunity for fans to capture fun, shareable moments with their favorite Sonic characters. To help make the event even more memorable, a professional Getty photographer was on-site, ensuring that every guest had the chance to take high-quality photos against a custom backdrop.
Product Spotlight
The ILTHY x Sonic 3 Collection featured a range of premium apparel, including sweater hoodies, heavyweight t-shirts, caps, and jackets, all inspired by the iconic Sonic franchise. Each piece integrates ILTHY’s distinctive aesthetic with energetic and playful elements from the Sonic universe, offering fans a unique way to express their passion for their beloved character. The collection showcased bold graphics, premium materials, and electrifying details that made every item a must-have for fans and collectors alike.
Press Coverage & Cultural Impact
This collaboration turned heads in both the gaming and fashion worlds. Earning coverage from media outlets, such as GoNintendo, ILTHY continues to cement their influence across industries.
Where & When to Buy
The ILTHY x Sonic the Hedgehog 3 collection was made available starting December 1, 2024, and still is on ilthy.com and select retailers nationwide. With a limited drop, fans had to act fast to grab their favorite pieces before they were gone!
