BVG x adidas Originals Sneaker Ticket
Berlin’s underground culture is rooted in the anti-establishment which includes rejecting their public transport company BVG. Ticket-dodging and graffiti vandalism runs rampant, especially due to BVG’s honor system. To earn the respect of the rebellious, we approached Berlin’s favorite streetwear brand to create the limited edition BVG x adidas Originals EQT Berlin: The sneaker that’s a yearly ticket. The sneaker earned cult status after selling out in three hours and resold online for €3500. Worldwide press reported the activation, launch, and deadstock resales for a total of €17.2 million in earned media. 

Selected press: The Guardian, VICE, BBC, NPR, Fortune, El Pais, The Verge