Publisher: Panini America, Inc. Licensing: National Basketball Association Product Design | Game Design | Creative Direction | Graphic Design: Carl Braun Release Date: February 2010 Product Info: When Panini purchased Donruss in 2009, they brought with them an exclusive NBA License to our roster of brands. Having already developed a new, sports-based trading card game to target kids and get them back into card collecting, I decided to launch Adrenalyn XL with the NBA first. A unique feature about this trading card set was the ability to play online, against anyone in the world, with digital versions of your cards, by entering the registration codes found on the card backs. This product increased Panini America's market share, revenue and received a prestigious trading card industry award - rare for a trading card game in the sports card market! The initial launch was the number two selling product at retail that year. I later converted the Adrenalyn XL mechanic into NFL and NHL versions while colleagues in the home office worked to create a soccer version. This game is still in production with soccer licenses in several countries around the world - link to the home website is below. US Marketing Text: "Adrenalyn XL™ by Panini is the all-new trading card game developed to introduce fans to the hobby of card collecting. This easy-to-learn card game captures all the fast-paced excitement of the NFL and NBA, and puts you in control." Folio: Packaging | Collector's Binder | Cards | All Star Packs & Cards