“This isn’t a hipster breakfast,” explained Overkill’s Julian Kalitta. “It is typical old-school Berlin – something you can imagine one of the city’s tram drivers eating before work.”
The alliance with the public transport system is part of the BVG’s 90th birthday celebrations and linked rebranding exercise. Which is a city-wide initiative aimed at modernise the BVG’s image: the system, which attracted more than one billion rides in 2017 is ageing and its new rebranding visual camouflage style imagery has also been leveraged into a range of merchandise including baby bibs, swimming shorts and even teapots.
Thus, BVG see the Adidas partnership as part of its project to modernise its image and as a way to encourage younger Berliners to ride on the public transport system.
“The motivation behind the collaboration is really to get young people on to public transport,” says BVG’s Petra Reetz.
“[Initially] I said ‘We are a public transport system, not Michael Jordan’ … But in a big city like Berlin, the quality of life and quality of the air are important. We wanted to tell young people public transport is cool – you don’t need to buy a car.”
The collaboration aims to help reposition the BVG as a core part of the brand of the city itself.
“We Berliners, we are like Londoners – we know we are cool,” says Reetz.
“And now we are very cool because we have our own sneakers.”
This isn’t just collector cool, it is also very, very Berlin. It is certainly one of the more unusual sportswear/transit collaborations we’ve come across.
And a useful one to boot (or should that be…to trainer?) And for those who couldn’t wait in the queue for hours or who did but came away empty handed….