Johannesburg, South Africa – August 18, 2010 – Today,Â EA SPORTSâ„¢, a label of Electronic Arts Inc. (NASDAQ: ERTS), announced the signing of global football superstar David Beckham as brand ambassador forÂ EA SPORTS Active 2,Â an innovative line of interactive fitness products that feature personalized, customizable workouts. Beckham will act as the franchise spokesperson and will be featured in advertising and retail material across Europe and Australia..Â EA SPORTS Active 2 focuses on improving muscular strength, endurance and flexibility, as well as improving cardio; it will combine a heart rate monitor and motion tracking data to deliver a fitness experience that achieves authentic, measurable results.Â EA SPORTS Active 2 available on Kinectâ„¢ for Xbox 360Â® video game and entertainment system from Microsoft, PlayStationÂ®3, Wiiâ„¢, iPhoneÂ® and iPod touchÂ® in South Africa in November..
â€œDavid has always worked hard to stay in excellent shape and has inspired people around the world to make fitness a priority,â€ says Jens Uwe Intat, Senior Vice President & GM of European Publishing, EA.Â â€œWe’re excited about this collaboration with David as the high value he places on fitness makes him a perfect fit forÂ EA SPORTS Active 2. We are looking forward to working with him to motivate people everywhere to get active.â€
â€œEA SPORTS Active is impressive and includes many elements that I have seen throughout my football career,â€ says David Beckham.Â â€œI’m excited to collaborate with EA SPORTS who have a great track record in developing authentic and credible sports products and games over the years.â€
EA SPORTS Active 2 will ship with theÂ Total Body Tracking system that combines a heart rate monitor and motion tracking data to ensure a workout with accurate tracking and measurable results. Using heart rate data that is displayed on-screen throughout the workout, users will be able to capture the intensity of their workout, allowing them to optimize their performance and reach their fitness goals quicker. Additionally, users will now also be able to track both their workout and heart rate data on the newÂ EA SPORTS Active 2 online* hub; allowing users to track their progress over time and stay motivated.Â Motion tracking data will provide complete freedom of motion for a deeper workout experience.Â EA SPORTS Active 2 will make working out simple, effective and will go with you wherever you are.
EA SPORTS Active is currently the number one rated interactive fitness program for the Wii on the market**.Â EA SPORTS Active 2 is in development at EA Canada in Vancouver and is rated â€œAâ€ by the Film and Publications Board in South Africa. For more information please visitÂ www.easportsactive.com. Media can find photos of the product mentioned here atÂ http://info.ea.com.
Last Updated: August 18, 2010