Due to Berlin’s underground and anti-establishment culture, young Berliners hate BVG transit so much that they don’t buy train tickets when forced to use it. BVG needed to change their brand perception so that the Berlin youth would 1) respect the company and 2) begin paying for their tickets.
Change hate to respect by winning the respect of the hottest underground brand in the world: adidas.
With the limited edition BVG x adidas Originals EQT Berlin.
The sneaker that’s a yearly ticket for the BVG transit, and features the camouflage pattern existing in BVG trains since the 90’s. For maximum activation, the sneaker was announced simultaneously across all media channels of the BVG, adidas and the cult sneaker store „Overkill“ including the Sneaker-Influencer „Overkill Marc“.
The sneaker, released as a limited edition of 500 pairs during Berlin fashion week on the 16thof January 2018, immediately reached cult status. The press reported on the sneaker internationally in three phases (activation, launch, resale), achieving media impressions of 10.6 billion and an estimated earned media of €17.2 million. Customers waited days in freezing temperatures for the sneaker’s release. It was selling-out in hours and reselling for €3500.
2000% over the original selling price of €180. In the end, BVG made young Berliners pay for tickets. And made not only Berlin, but the entire world pay their respect to BVG