Enthusiasts of rally-themed racing video games can spot the Standox brand name in multiple areas when they play DiRT® 4™, the latest instalment of the DiRT series from British games developer, Codemasters, which was launched in June 2017. The easily-recognisable white-on-blue “bowtie” logo from Standox, one of the premium global refinish brands from Axalta Coating Systems, a leading global manufacturer of liquid and powder coatings, is featured throughout the game.
DiRT 4 is bigger, better and bolder than any game in the series to date. It challenges players to be fearless as they take the wheel of the world’s most iconic and powerful off-road vehicles across a variety of disciplines and locations.
When creating the artwork for its racing games, Codemasters’ designers chose various sponsors who have appeared on current or historical liveries; Standox is one of those. The brand first featured in the 2015 DiRT Rally game. In DiRT 4, the logo appears not only on the Subaru Impreza and Ford Escort MK2, but also in the branding suite where players go to create their own liveries and it can be seen in the racing service area as an environment sponsor.
Anthony Cashel, Marketing Manager for Axalta in the UK & Ireland, says, “Axalta has a long and illustrious involvement with motorsports of all kind, from NASCAR to Formula OneTM. Those relationships represent the convergence of our product technology with the harsh motorsports environments, where coatings play such an important role. It’s great that rallying is on the list of motorsports we support, albeit virtually.”
DiRT 4 is currently available for PS4, Xbox One and Windows PC.
For more information on Standox visit www.standox.com. More information about DiRT 4 and other Codemasters games can be found at www.codemasters.com.
Standox, one of the global refinish coating brands from Axalta Coating Systems, supports its customers with premium product quality and in-depth consultancy to help obtain the best results. As a leading European automotive refinish brand from Wuppertal, Germany, it delivers innovative product systems, and superior colour-match accuracy and paint technology. Approvals from major car manufacturers reflect the brand’s position as a leading partner to the automotive industry. Standox helps professional refinishers achieve right-first-time results.