Over the past week, social media users based in the United Kingdom have been reporting mysterious murals located around London in the Shoreditch area.

On 2 June, Twitter/X user AnimaMach shared a mural found along Holywell Lane in the city's east end, featuring a depiction of iconography found in the first Sonic the Hedgehog video game.

This launched fandom speculation on what the art piece was for, theorizing on potential announcements later in the month to coincide with the upcoming 35th anniversary for the series.

Further investigation led to YouTube videos uploaded by user jockneysparrow2197, which chronicled the development of this art piece since the first video's upload date on 25 May.

These work-in-progress videos revealed the artists at work on the painting to be Global Street Art, a European-based advertisement agency specialized in hand-painted murals, with exclusive rights to over 100 walls across the UK.

Still, the question remained as to what the purpose of these murals were for, as even more murals were discovered across town.

On Wednesday, we received the answer, as lifestyle outlet Verge Magazine reported on details of SEGA's newly launched Sonic Speed Circuit, a running club hosted through the fitness and GPS app, Strava.

This 10 kilometer circuit through Shoreditch is designed to outline Sonic's iconic silhouette, while offering fans a marathon throughout East London to challenge themselves with. Along this route, runners will be able to visit seven Sonic the Hedgehog murals celebrating the series 35th anniversary, with works ranging from Sonic Unleashed, Frontiers, and Colours, to Sonic Adventure 2, CD, and Adventure.

For those that do not wish to participate in the 10km route, however, SEGA has also offered a shorter route to include all the commissioned artwork in a less demanding circuit. Said route is only 500 meters long, and encompasses a grand total of five-or-so blocks of the Shoreditch area - about half the size of Sonic's upper "spine" along the route.

Sonic the Hedgehog mural located at Holywell Ln, London E2, shared by SEGA

In spite of the more accessible route offering, there's still plenty of incentive to participate in the full run. According to a part of the research SEGA commissioned for the project, it claimed that "38 per cent of Britons would be more motivated to run if rewards were involved." And sure enough, SEGA has provided ample reason to participate.

Alongside themed merchandise revolving around running, such as Sonic water bottles, running socks, and pin badges; several limited-edition prints of the mural art featured along these circuits will be included in a prize draw.

Participants who complete the Sonic Speed Circuit challenge through June will be entered into the prize draw, encouraging participation in the full circuit from those eager enough to run the gauntlet.

The murals are reported to be created by a variety of talented illustrators, whose portfolios feature collaborations on major brands such as Pixar, Marvel, DC, and Disney, according to Verge Magazine. From now until 28 June, fans can visit the murals at the following locations:

  • 30 Redchurch St, London E2 7DP
  • Holywell Ln, London E2
  • Great Eastern Wall, London E2
  • Ebor Street, London E1 6AW

Fans can join the Sonic Speed Circuit Run Club through the Strava Club listed below. To participate in the exclusive merch giveaway, the rules are as follows:

  • Complete the challenge through the Strava app.
  • Share a post to both the in-app Run Club, and via Instagram with the hashtag #SonicSpeedCircuit included.
  • Follow Hope&Glory, the Sonic Speed Circuit Run Club Strava admin, to be eligible for winning.
  • Participants must enter between 5 to 28 June.
London, London, United Kingdom | Sonic Speed Circuit Run Club
The Sonic Speed Circuit is a 10km running route mapped in the shape of Sonic the Hedgehog through Shoreditch, London - to celebrate his 35th anniversary! To be in with a chance of winning an extra special collection of Sonic goodies, simply complete the running route below and share a post of your completed activity on the Sonic Speed Circuit Run Club Strava, as well as on Instagram with #SonicSpeedCircuit, between 5th and 28th June. https://www.strava.com/routes/3484587859025438742 Make sure you follow Hope&Glory, the Sonic Speed Circuit Run Club Strava admin, to be eligible for winning!
Strava