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.
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.