Berlin's public transport operator, BVG, launched a highly successful limited edition of sneakers designed in partnership with Adidas for its 90th birthday. On Jan. 16 hundreds of people camped out overnight in Berlin, in hopes of buying a pair of the Adidas sneakers, which were a limited edition of 500 pairs. They were sold for €180 in Berlin's Overkill store and at the Adidas Originals flagship store in Berlin-Mitte. The sneaker bears the design of seat covers of Berlin's subway and is also fitted with an annual ticket, normally costing €761. The ticket is sewed on the tongue of the shoe. Barely minutes after the sneakers went on sale at 10 am, some were being offered online at up to €1,150 – around six times their original price. A conservative newspaper, Die Welt, called BVG's marketing stunt absurd, as most of the shoes will become collectors' items.

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