In 1998 PlayStation was, without doubt, market leader in gaming consoles. Project 100 approached - and successfully convinced – PlayStation parent Sony Computer Entertainment to support American adventurer and record-setter Steve Fossett on several of his up-coming sailing and aviation projects. Throughout the programme the sponsor’s key rules were consistently simple: go do your thing (successfully, if possible), make sure the logos are visible and do NOT be un-cool.
Sony’s relationship with Steve began with the launch of his 105' (later extended to 125’) maxi-catamaran ocean record-breaker - with PlayStation becoming the name of the boat, their logo on both bows, the deck and the full 140’ height of the mainsail. Very visible. With a whole host of records set from the very first tests, garnering great exposure.