DHL 1 SNEAKER featuring Aviationtag

Sep 23, 2019

As the popular saying goes, "Do good and talk about it" - we did something good, but weren’t allowed to talk about it, which definitely wasn’t easy for us! But first things first:

To celebrate DHL's 50th anniversary, mybudapester.com, a designer brand retailer, and logistics provider DHL launched their own sneaker in early September, designed by "sneaker guru" Hikmet Sugoer. Based on the cult "Sonra Proto" model, the DHL 1 sneaker was launched as a limited edition of just 300 pairs, at a retail price of €300. Demand was so overwhelming that lots were drawn to determine who had the right to buy a pair.

But why are we talking about sneakers here, you may be wondering? Well, it’s quite simple: Aviationtag had a hand in this success story! Since DHL Express is also Aviationtag’s logistics partner, we had the opportunity to contribute to the project with a special edition of our DHL Boeing 757-200F.

Each DHL 1 sneaker came with an Aviationtag from our small special D-ALEH edition, featuring a special engraving of the sneaker on the back of the tag.

The campaign made big waves across the globe - in the press and on social media, too. Vogue and Hypebeast covered the sneaker, for example, and all the different media showed the iconic yellow-red sneaker with the yellow Aviationtag on it - but we weren’t allowed to show it ourselves.

A lot of influencers also wrote about the sneaker, including popular German musician Kool Savas and, of course, the designer himself, Hikmet Sugoer:

Since the official launch date of our joint DHL and Aviationtag edition of the D-ALEH wasn’t until September 23rd, we unfortunately weren’t allowed to share any of this with you until now. Otherwise, we would have been guilty of leaking our own new product and letting the cat out of the bag.

Now that the Aviationtag edition of the Boeing 757-200F is on the market, we can finally talk about it and take this opportunity to share a few impressions and examples of this fantastic product.

Sneakerheads meet Aviationgeeks - what a ride. We are proud and grateful to have been part of this project and would like to extend a big thank-you to our partners DHL, Mybudapester.com and Hikmet Sugoer!