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These Adidas sneakers double as transport passes in Berlin

adidas BVG sneakers collaboration metro tickets
adidas EQT Support 93/Berlin sneaker

Adidas collaborated with Berliner Verkehrsbetriebe (BVG), Berlin’s transport company, to create a limited edition collection of 500 pairs of shoes fitted with a season ticket worth €730.

The EQT Support 93/Berlin shoe, as it’s called, uses the same camouflage pattern used on the city’s train seats. Embedded in the tongue is a fabric version of the BVG annual ticket, which can be used as a regular ticket covering the bus, tram and underground in zones A and B.

The shoe, which is now sold out, retailed for €180, therefore attracting a mix of sneaker heads and those seeking a commuting bargain by saving significant money off their €730 annual travel pass.

adidas EQT Support 93/Berlin sneakers train ticket BVG berlin collaboration
adidas EQT Support 93/Berlin sneakers

The launch aimed to modernize BVG’s 90-year-old image, and also tapped into a wider trend of fashionable labels elevating traditionally uncool companies, such as Vetements’ recent collaboration with DHL.

The design was launched in January at Overkill, a shoe store in Berlin’s hipster Kreuzberg neighbourhood. Fans queueing outside were treated to Mettbrötchen, a minced raw pork on a bread roll, which is a decidedly untrendy breakfast that Overkill owner Julian Kalitta described as something you would imagine the city’s tram drivers eating before work.

adidas EQT Support 93/Berlin sneakers
adidas EQT Support 93/Berlin sneakers

By Bia Bezamat

Bia Bezamat is a fashion journalist by trade and innovation expert with experience spanning fashion, retail, grocery and hospitality. Originally from Brazil, she is interested in how cultural, behavioral and technological shifts influence how consumers and brands interact with each other. As Senior Innovation Editor and Strategist at Current Global, she helps brands understand changing consumer behaviors and the evolving technology landscape.