BVG x adidas Originals Sneaker Ticket
Berlin’s underground culture is rooted in the anti-establishment which includes rejecting their public transport company BVG. 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, with worldwide press reporting the activation and launch for a total of €17.2 million in earned media. 

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