Nike is continuing its push on soccer as lifestyle while bringing back an obscure sneaker from the early 2000s.
The Maha Amsterdam x Nike Total 90 Shox Magia sees the soccer cleat refitted with Shox cushioning. Available in either black or metallic silver, the shoe retains the familiar quilted lines but goes without the medial T90 logo that appears on the standard Total 90 3 boot and sneaker. Both the heel stabilizer and heel Shox unit take on an iridescent finish on the metallic silver version. The black variant then opts for a chrome-like heel stabilizer, which matches the Swooshes and top eyelet, with its Shox in a less polished silver.
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Women’s boutique retailer Maha Amsterdam was chosen to usher in the model’s return through collaboration, and cofounder Saskia van Hofwegen told HartCopy of the project: “Shaped by culture and powered by creativity and community, we created the Maha Amsterdam T90 Shox Magia to empower the consumer to shape, speak and move differently. The story behind the design was to create a silhouette that could tell and combine both our stories and influence — a dialogue between nostalgia and future, strength and softness, the feminine and the masculine. A silhouette that embodies balance and symbolizes how opposing forces can exist in harmony.”
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For its campaign, Maha Amsterdam shot models in acrobatic poses pulled from dance and soccer, the respective backgrounds of van Hofwegen and cofounder Dian Iskander.
The Total 90 3, a football boot that debuted in 2004 and became a sneaker this year, has been the focal point of Nike’s efforts in soccer lifestyle so far. The initial colorways sold out quickly, and a recent project from Nike’s Swoosh division invoked the phenomenon of “rage quitting” in video games.
More cleat-to-sneaker conversions are forthcoming with the Cryoshot series, including Ronaldo’s Mercurial R9 and Ronaldo’s Tiempo Legend R10, as well as a Patta collaboration on the Mercurial.
The Maha Amsterdam x Nike Total 90 Shox Magia will release on Saturday through the Amsterdam retailer before a wider drop on July 12 on the Snkrs app. Pricing is set at $180.
