Chertsey, UK, August 1, 2006 – Electronic Arts Inc. (NASDAQ: ERTS) today announced that fashion street wear brand 55DSL will be coming to Need for Speed™ Carbon. Exclusively designed items from 55DSL, plus a selection of garments from their ‘Zurka and the 55 Vagabonds’ winter collection, will feature prominently on key in-game characters in the game, developed by EA Black Box in Vancouver, British Columbia. Need for Speed ™ Carbon delivers the next generation of adrenaline-filled street racing and will challenge players to face the ultimate test of driving skill on treacherous canyon roads.
55DSL items are specifically tailored to the game, bringing with them the unique style and tone of the brand. Exclusively designed clothing for the game will be available only through local EA events around the world and pre-order campaigns.
Andrea Rosso, the Creative Director of 55DLS is enthusiastic, “When the opportunity to work with EA, and in particular Need for Speed Carbon, came along, it seemed like a natural progression for us. I’m a gamer and I’m going to play this game for sure to see characters wearing our exclusively designed t-shirts and other items, is really amazing for me.”
“This partnership adds another layer of authenticity to our role in street culture”, says Larry LaPierre, Executive Producer on the game. “Having 55DSL integrated so tightly within Need for Speed™ Carbon adds an increased sense of realism to the game and gives fans the opportunity to wear exclusively designed items that brings them closer to the action.”
Need for Speed Carbon will be available for Xbox 360, PlayStation 3 and Wii as well as the PlayStation 2 computer entertainment system, Xbox videogame system from Microsoft, Nintendo GameCube, Nintendo DS, Game Boy Advance, PSP (PlayStation Portable) system, PC, and mobile.
About Electronic Arts
Electronic Arts Inc. (EA), headquartered in Redwood City, California, is the world's leading interactive entertainment software company. Founded in 1982, the company develops, publishes, and distributes interactive software worldwide for videogame systems, personal computers and the Internet. Electronic Arts markets its products under four brand names: EA SPORTSTM, EATM, EA SPORTS BIGTM and POGOTM. In fiscal 2006, EA posted revenue of $2.95 billion and had 27 titles that sold more than one million copies. EA's homepage and online game site is www.ea.com. More information about EA's products and full text of press releases can be found on the Internet at http://info.ea.com.
Electronic Arts, EA, EA SPORTS, EA SPORTS BIG, POGO and Need For Speed are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. Microsoft, Xbox and Xbox 360 are either registered trademarks or trademarks of Microsoft Corporation in the United States and/or other countries. Game Boy Advance, Nintendo GameCube, Nintendo DS , the Nintendo DS logo and Wii are trademarks of Nintendo. PlayStation and the PSP Family Logos are registered trademarks of Sony Computer Entertainment Inc. All other trademarks are properties of their respective owners.
The 55DSL brand was born in 1994, as part of the DIESEL Group, when action sports, music and the Internet were altering perceptions of fashion. It has become a unique streetwear brand strongly influenced by sport, globally distributed with a strong presence in Japan, Italy, UK, France and the USA. The product quality, design innovation, fabrics and styling are constantly evolving to meet the demand of today’s young fashion conscious street-wear consumer.