Berlin’s anti-establishment culture includes being anti-BVG (Berlin Public Transport). To win back young Berliners’ respect for BVG, Berlin’s number-1 streetwear brand adidas launched the BVG x adidas Originals EQT Berlin – the sneaker that’s also a yearly ticket for BVG. The sneaker acquired cult status, selling out in hours and then being resold online for €3,500. The campaign was covered by the international media, earning BVG 10.6 billion impressions.