SEGA of America is taking some of the spotlight away from Sonic the Hedgehog to launch a new marketing campaign focusing on his arch rival Shadow. 

The Fearless: Year of Shadow celebration kicks off this month as SEGA partners with the MotoGP motorsports championship to design and tour a new Shadow-themed motorcycle throughout the year. Decked out in the character’s iconic red and black colors, the bike’s first stop is the Red Bull Grand Prix of the Americas in Austin, Texas. 

The timing comes as Shadow is set to make his live-action debut in Paramount Pictures’ upcoming Sonic The Hedgehog 3, set to premiere on December 20. The character made his first appearance in the 2001 video game Sonic Adventure 2, which saw the evil Dr. Robotnik create him as the ultimate life form to defeat Sonic. 

Continuing to build up speed in location-based entertainment, music production companies MGP Live and soundtrec will add a new score of Shadow-related music to their Sonic Symphony World Tour and showcase some of his best on-screen moments during the performance. And SEGA’s pop-up restaurant, Sonic Speed Cafe, is serving up a new mix of Shadow-themed menu items, photo opps and merchandise. 

Meanwhile, The LEGO Group is recreating key moments in Shadow’s history—including breaking out of his stasis chamber and racing his motorcycle—in brand-new construction sets due out later this year. 

Not to be left in the dust, SEGA partnered with LA-based restaurant chain IHOP to launch a new Sonic menu earlier this month. The branded items include Sonic’s blue blur pancakes, Amy’s strawberry waffles, Dr. Eggman’s benedict and Knuckles’ chicken sandwich. The crossover will also feature exclusive digital items, including new redeemable outfits for Amy in Sonic Superstars and download keys for the Sonic Frontiers and Sonic Origins Plus games.