在德國柏林的高端鞋舖Overkill的店外，排滿了數百名的人，他們心心念念的就是即將發售的500雙adidas與德國柏林運輸公司BVG（Berliner Verkehrsbetriebe）聯名的EQT Support 93\Berlin。
一雙限量聯名鞋有什麼稀奇？！ 重點不只是adidas 與BVG的聯名，而是有了這雙鞋就能在2018年12月31日止之前，免費搭乘BVG大眾運輸系統。
EQT是adidas這兩年狂打的主力鞋款，而EQT Support 93\Berlin用的鞋型就是，Primeknit編織技術與BOOST科技的EQT Support 93\17。
》我們怎麼沒想過？Adidas開發「抗啤酒」鞋 | Why didn't we think of this? Adidas making beer-proof shoes
》引爆3D客製化生產戰局，西門子加入Adidas的3D客製化超級工廠 | Siemens joins Adidas SPEEDFACTORIES project for custom 3D printed sportswear
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》Adidas新鞋款使用回收的「海洋廢棄物」 | Adidas unveils sports shoes made from recycled ocean waste
Adidas's Latest Sneakers Are Also Public Transit Tickets. But There's a Catch.
Adidas has some new sneakers that aren’t just made for walking—they’re for taking public transport, too.
The German clothing giant has struck a deal with the Berlin transit authority, BVG, in which Adidas will sell 500 pairs of sneakers that have year-long 2018 tickets sewn into them. An annual BVG ticket for zones A and B, which cover everything within the capital’s borders, costs €761 ($930). The EQT Support 93/Berlin shoes, however, cost just €180.
The sneakers go on sale on Tuesday, limited to one pair per customer. According to The Local, people have been lining up outside the two stores selling them since Saturday, and early Tuesday morning 550 people were counted in the lines.
The shoes in question are variants on the standard EQT Support 93/17 sneaker. Apart from the fact that they function as transit tickets, they are also distinguished by their inclusion of BVG’s famous (in Berlin, at least) mottled seat fabric design.
However, there are a couple of catches that have generated some criticism for the Adidas-BVG partnership, courtesy of passenger association IGEB.
The first issue is that the marketing promotion is discriminatory—the shoes can only be used as tickets when they are worn on the passenger’s feet, so they won’t be of much use to those with foot deformities.
According to Berliner Zeitung, the second problem is that the tickets in the shoes don’t cover all of Berlin’s transit systems. A normal BVG ticket is also accepted on Berlin’s overground S-Bahn trains, and on regional trains within Berlin’s borders—even though these services are not operated by BVG, which only directly handles underground U-Bahn trains and buses. That’s not the case with these sneakers.
BVG, which gets no revenue at all from the promotion, told the paper it was not worried about passengers getting confused. Indeed, spokeswoman Petra Reetz suggested that “most buyers will put the sneakers in a showcase and not travel with them.”
Adidas is fond of eye-catching marketing ploys. A few months ago, it released vomit-resistant shoes in honor of Oktoberfest.
Original Article: FORTUNE