Nike is kicking off 2025 with one of its most striking sneaker campaigns yet—the Total 90 Shoot. Launching on March 1st via Nike and select retailers, the campaign reimagines the football pitch as a stage where sport and movement converge. In collaboration with Thomas Subreville’s ILL-STUDIO and performance art collective (LA)HORDE, Nike fuses athleticism with avant-garde choreography, offering a bold new take on one of its most iconic silhouettes.
Drawing from rave, folk, and jump-style dance, (LA)HORDE—led by Marine Brutti, Jonathan Debrouwer, and Arthur Harel—crafts a powerful visual narrative of players in motion, colliding, supporting, and toppling over one another. Captured by photographer Aidan Zamiri, the campaign stars Arsenal’s rising talent Ethan Nwaneri and model Iris Law, embodying the seamless blend of past and present.
The sneaker drop features three standout colorways—Black and White, Bordeaux, and Metallic Silver—all adorned with signature T90 iconography. Tapping into football nostalgia, the reimagined T90 SP bridges eras, honoring its 2004 predecessor while ushering in a new generation of style and culture.
Don’t forget to read our conversation with innovative collective (LA)HORDE as they share their insights on the ‘age of content’, their interdisciplinary approach to art and the poetic essence of their choreography.
Courtesy of NIKE
