Berlin – The sportswear brand is teaming up with Berlin’s transport authority BVG to offer customers a year’s worth of free subway travel when they buy a pair of limited-edition trainers. The shoe design incorporates BVG’s multicoloured seat upholstery pattern and the annual pass is assimilated into the tongue.
The trainers are priced at £160 ($216, €180) compared with an annual ticket that costs £643 ($871, €728), saving the buyer a considerable amount of money. Brands such as adidas and WelectGo are working with public transport bodies to offer consumers free rides in exchange for brand engagement.
By limiting the number of shoes made, adidas is helping to create a sense of frenzy and desirability that taps into the growing Hype Market.