“This local cultural transformation kickstarted a global impact and sustainable change of a given business strategy.”

The exclusive release event of the highly limited sneaker took place on January 18, 2018 during a full camp out in front of the Overkill store in Berlin. Customers could only purchase one pair. Reservations were excluded. The unique utility of this model was an annual ticket for Berlin’s public transportation network, which was integrated on the tongue enabling its wearer of this unique release to use the subway, bus, tram or ferry free of charge. With a retail price of € 180, this model has been offered on eBay well over € 1,000 shortly after release. The model is still traded for € 590 on the sneaker sales platform StockX.