Game On!

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 so 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. “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.”