Adidas Sneakers Give Berliners a One-Year Pass to their Mass Transit System
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Via Adidas/BVG
Adidas is all about innovation and creativity, and one of their latest sneakers checks both of those boxes.
With the limited edition EQT Support 93/Berlin, Adidas has created a shoe that not only provides support for one’s feet but also provides a one-year pass to the city’s mass transit system known as the BVG.
In her explanation to the Guardian, Petra Reetz (spokeswoman for BVG) stated “The motivation behind the collaboration is really to get young people on to public transport… in a big city like Berlin, the quality of life and quality of the air are important. We wanted to tell young people public transport is cool – you don’t need to buy a car.”
Not only is this collaboration an attempt to make public transport cool and relevant, but it is also an attempt to modernize the BVG and the culture of public transport. As Berlin’s transportation system turns 90 this year, this collaboration with Adidas is a great attempt towards rebranding the BVG.
Via Adidas/BVG
While also appealing to footwear collectors with limited pairs sold (only 500 were made) and with their unique BVG-inspired look, the EQT Support 93/Berlin also appeal to people seeking a significant discount on Berlin’s yearly public transport system. Currently, the cheapest option is around 728€ ($893). But the sneakers, which double as transit passes, sell for 180€ ($220).
As far as the technology that is used to produce the transit pass within the sneakers, the pass is embedded in the tongue of the sneakers and doesn’t involve any over-the-top technology.
Via Adidas/BVG
How this technology will work in practice is unsure. However, people won’t have to take their shoes off to scan them. Berlin public transport is honor system-based, with occasional security checks. But rules around using the shoes as a pass are strict: You must have both shoes on your feet when you expect to use them (as opposed to giving one to a friend and having one in your bag).
From My Perspective
This is a great move by Adidas and an even greater move by Berlin and the BVG. Not only does this collaboration bring a new feeling to the 90 year old BVG, but it also helps sustain Berlin's public transport system beyond its years. By collaborating with Adidas, BVG is setting the tone for other cities to involve more of their culture and staples with a new and current generation in regards to style/fashion and technology.
The EQT Support 93/Berlin went live on January 17, 2018, and sold out on the first day. The BVG transit pass will last until December 31, 2018.
Sources: AdWeek | The Guardian