Sega are continuing the Sonic The Hedgehog 35th anniversary celebrations with a 10km run around London.
Created alongside exercise training app Strava, the Sonic Speed Circuit is a 10km course in the shape of Sonic’s head. Weaving its way through Shoreditch, runners will also be able to see seven ‘Art Dash’ murals which have gone up across the city and showcase iconic moments from the beloved video game series.
You can take part in the Sonic Speed Circuit here, and anyone who completes the course this month will be entered into a prize draw for some Sonic The Hedgehog anniversary merch.
Sonic has arrived in Shoreditch, London! 📍
Step into 35 years of Sonic history with 7 murals created by 7 artists based on 7 iconic moments with our partner @MoorArtGallery, and join the Sonic Speed Circuit to win some amazing prizes! pic.twitter.com/kLZVQRDwRs
— SEGA (@SEGA) June 5, 2026
“As we celebrate Sonic the Hedgehog’s 35th birthday, we wanted to honour the Blue Blur’s legacy and continued momentum by challenging a new generation of runners to match his legendary speed,” said Sega’s Jamie Turner.
“Our research shows millennials are incredibly confident in their athletic abilities, with half believing they could run a four-minute mile. We’re giving fans a chance to put this to the test on our Sonic Speed Circuit. We’re transforming Shoreditch into a real-world video game zone. Whether you’re a seasoned sprinter, or just looking to get your steps in, runners can track their pace whilst enjoying larger than life visuals of Sonic and his friends along the route. Sonic has been setting the pace for 35 years and we can’t wait to see if fans can keep up!”
As well as making fans run around central London, Sega is also putting on a world tour. ‘Sonic Live In Concert’ will feature “the most recognisable music” from across the franchise, from the 1991 original game to 2025’s Crossworlds, performed by a live ensemble alongside rock musicians, vocalists, and electronic elements. “The concert also highlights the creative legacy behind Sonic’s music from legendary composers Jun Senoue and Tomoya Ohtani, whose work has helped define Sonic’s sound across generations,” explains a press release.
The ‘Sonic Live In Concert’ tour will kick-off at Washington’s First Interstate Center for the Arts on September 20. In between a string of North American dates, the show will head to London’s Eventim Apollo on September 30 ahead of a full UK tour in early 2027. Tickets are available here.
In other news, a brand new Hellraiser video game is set to launch this October featuring an original story crafted alongside Pinhead creator Clive Barker.