In Game Product Placement: Select Racer's Attire in Test Drive Unlimited Edit

In “Test Drive Unlimited,” a new video game from Atari, players will get to choose their virtual wheels from a selection that includes Lamborghini, Ferrari and Mercedes. And, unusually for a genre in which car crashes generally count for more than fashion splashes, gamers will also be able to select their on-screen drivers’ wardrobes.
The ability to customize the racers’ attire comes courtesy of Ben Sherman, a clothing brand popular among soccer fans in Britain and urban hipsters in America. Realizing that many young men spend more time with their Xboxes, Playstations or Nintendos than their televisions, Ben Sherman joined a growing number of marketers who see video games as a promising new frontier in advertising. (INTERNATIONAL HERALD TRIBUNE)