Crews on Eurowings flights are now able to wear trendy white sports shoes as part of their uniform on certain days. Announcing the “Sneaker Flyday” initiative, the German airline said it didn’t just want to create a fashionable eye-catcher but also to respond to its employees’ desire for an athletic travel companion.
Part of the Lufthansa Group, and one of the main low-cost operators at Alicante-Elche Miguel Hernández Airport, Eurowings said employees had received free sports shoes from the airline’s cooperation partner Puma at the beginning of September, “as a token of appreciation for all the extra miles they went during the pandemic”.
Employees can wear the all-white sneakers with the Eurowings logo privately and in the office, as well as on board Eurowings flights, on selected Fridays. The next “Sneaker Flyday” will be on 7 October, followed by the first Friday of each month after that.
Explaining the style considerations behind the move, Eurowings said, “A sports shoe to go with your uniform? Sneakers as part of the business look? While it would have been unthinkable in the past to wear sports shoes in the business world, today sneakers are suitable almost anywhere in the world and for any occasion. Like almost no other piece of clothing, the sneaker symbolises the change in the zeitgeist that combines business and casual with an easygoing dress code.
“The evolution of white sports shoes is remarkable: from ‘outsider’ to ‘mainstream’ to the veritable ‘sneaker mania’ of today that sees sports shoes traded like expensive shares on the stock market or sold to the highest bidder at major auction houses. This should prove that sneakers – like jeans before them – have become an established product of the fashion industry.”
Eurowings said it was also now aiming to show that the sporty outfit would be a good match for its “realignment as a value airline – far beyond Germany’s borders”. To that end, in addition to Eurowings Germany, Eurowings Europe flight operations will also be taking part in “Sneaker Flydays” with sports-themed stops in Mallorca, Stockholm, Prague, Salzburg and Pristina.