Sitting pattern sneaker

Jung von Matt and BVG—a perfect match. With campaigns like «I don't care», "All intentional" or the BVG Aria The agency is working to polish up the BVG’s image (at least in the rest of the world). And the new sneaker coup is giving it a further boost. After all, you catch mice with bacon—and hip Berliners with sneakers.

The BVG has teamed up with Adidas to release a limited-edition sneaker, available in only 500 pairs. Name: EQT-Support 93/Berlin. Special feature 1: a design featuring the pattern from the BVG seat covers. Special feature 2: An annual pass is integrated into the tongue. Anyone wearing these shoes can ride for free until the end of the year.

From this perspective, the sneakers are incredibly affordable: They cost just 180 euros—four times less than a basic annual pass. And that doesn't even include the coveted sneakers.

The catch, as already mentioned, is that the Ticket sneakers are strictly limited in quantity and can only be purchased on January 16 at two retail locations. Getting your hands on a pair is likely to prove a difficult undertaking. After all, the massive sneaker-obsessed community is a world of its own. A group that’s happy to camp out in front of a sneaker store for a day or two whenever special editions, reissues, or other rare collector’s items are delivered. And in this case, everyone else who finds the regular annual ticket too expensive will likely be lining up as well.

One thing is already clear: The BVG sneaker is set to become a coveted collector’s item. A collector’s item that’s probably far too valuable to be exposed to subway grime on your feet—and to be worn every time you want to use public transportation for a whole year.

So it’s hardly surprising that the annual pass in the form of a tag is, so to speak, a free bonus—most owners will rarely, if ever, use it anyway. And anyway: Given the enormous media attention the campaign generated on Wednesday, the 500 free annual passes are a drop in the bucket. Even if all 500 pairs were worn until they fell apart. In other words: Another successful campaign. (hae)

Yes, those are sneakers with the BVG design. Yes, they count as an annual pass. No, you’re not even allowed to put them on the seat across from you.

More info: https://t.co/ETLsUBv8Cc pic.twitter.com/QwxwJQ9uBq

— Because We Love You (@BVG_Kampagne) January 9, 2018