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Rockstar Energy Drink Launches Largest Game Promotion to Date with Custom Gears of War 4 Cans

The Gears of War franchise has inspired many artists over the years to create their own interpretations of the series’ iconic art style, and this fall, Xbox is partnering with one of the world’s most popular energy drink brands to deliver something special for fans. Today, Rockstar Energy Drink and Xbox unveiled the Gears of War 4 collector’s edition series of cans featuring four original designs by artists inspired by the blockbuster videogame franchise.

Artists Jesse Hernandez, Hydro74, and GodMachine were hand selected by the Coalition and Rockstar Energy to capture the authentic vibe of both brands. The designs will be featured on 16 oz. cans of Rockstar Energy Original and Punched available at retail stores across US and Canada this fall. United Kingdom will feature one exclusive design available on Rockstar Energy Original.

Gears of War 4 Rockstar Drinks

“The universe of Gears is all its own; both the game world and the art that it’s inspired,” said Guy Welch, director of marketing at Xbox. “For over 10 years, Gears has been fortunate to collaborate with many of the artists we admire including and most recently tattoo artist Steve Soto, comics legend Tony Moore (The Walking Dead, Batman), composer Ramin Djawadi (Iron Man, Game of Thrones), and hip-hop duo Run the Jewels. The Rockstar Energy program allowed us to meet and develop relationships with a wide range of new artists over the past year, and we’re proud to welcome them to the Gears family.”

Starting Oct. 1, you’ll be able to Gear-Up and collect under-the-tab codes found on any collector’s edition can. Every code entered at GEARS4.ROCKSTARENERGY.COM unlocks exclusive in-game content inspired by the artist series and also earns entries for the chance to win over 500 prizes including, Xbox One S consoles, Samsung HDTVs, & games and more.

Gears of War 4 Rockstar In-Game

“Fueling the passions of consumers has always been at the core of Rockstar Energy Drink.  In partnership with the Gears of War franchise, together we are bringing fans a range of authentic content to enhance their gaming experience. We’re excited for fans to start Gearing Up,” said Jason May, EVP of Marketing at Rockstar Energy Drink.

If you’re attending PAX West this weekend, you’ll be able to score your first Rockstar Energy Gears of War 4 collectors cans at a variety of locations:

  • Friday September 2 starting at 6:30 PM PT at the Penny Arcade “For the Watch” Gears of War 4 event
  • September 2 – 5 at BAIT Seattle at 915 E Pike St, Seattle, WA 98122
  • September 2 – 5 look for the Rockstar Energy street team in downtown Seattle near PAX West

Additionally, Xbox will be featuring the artist designs in a limited time t-shirt collection, BAIT x Gears of War, with Seattle boutique BAIT at 915 E Pike St, Seattle, WA 98122.

Finally, fans of the artwork can download desktop wallpapers for their PC, tablet or mobile device from xbox.com.