Adidas wants to teach more young people in Berlin to use the city’s public transport system, so it made a pair of sneakers that encourages them to do so. The sneakers literally double as your pass to the city’s public transport system for a year.
Adidas created the limited-edition EQT Support 93/Berlin in collaboration with BVG, Berlin’s public transport company, after some hesitation from the latter. Petra Reetz, from BVG admitted that initially, she was skeptical. How would a pair of sneakers get more young people onto public transport? Well, for one, they’re cool. Young people love cool things. Jokes aside, sneakers are awesome, and people love them. But these sneakers are more than that.
They are designed to remind people of the BVG… and they’re made to be used on the BVG.
Ja, das sind Sneaker im BVG-Design. Ja, die gelten als Jahresticket. Nein, nicht mal die dürft ihr auf den Sitz gegenüber legen.
— Weil wir dich lieben (@BVG_Kampagne) January 9, 2018
As the Tweet above reads, “Yes, these are sneakers in the BVG design. Yes, they are valid as an annual ticket. No, you cannot put them on the seat across from you.” The EQT Support 93/Berlin sneakers offer 500 lucky owners (whoever’s lucky enough to get their hands on the 500 pairs that are/were available) a huge discount on Berlin’s annual public transport pass which usually costs around €730 (that’s nearly $900). A pair of the rare EQTs sells for just €180 ($220).
There is nothing particularly complicated or high tech about the sneakers. The annual pass is embedded within their tongues. Simple. However, you will have to have both of them with you if you want to use them as a tickets. So don’t go getting ideas about giving one to a friend.
Awesome idea. But will it encourage more young people to use the subway instead of buying a car?