style • 12.03.2025
SLAM JAM AND NIKE GET THE ICONIC T90 BACK INTO THE FIELD.
We interpret culture by seeing through its products. The journey we embarked upon for T90’s relaunch got its first introduction to the public in January, with a teaser at our Spazio Maiocchi in Milano. The spatial artist Tom Schneider dissected a football pitch by smearing our concrete floors with mud. The result was intersecting lines that made for a three-dimensional playing surface. The Slam Jam logo was at its core and functioned as the stage too, featuring performances by Jawnino and Honour.
We then hosted the global launch on the 1st of March, during MFW, with our longstanding partner ILL STUDIO. They were also the ones behind the creative direction for the global campaign you saw everywhere. Together we shaped a unique ritual for Total 90 in Milan, at the former sport destination La Pelota. ILL-STUDIO and French choreographers (LA)HORDE stepped in to reinterpret football culture their way—breaking it down, blowing it up, and elevating its rituals and aesthetics to stay true to the mythos. Every story needs good scenery to fully deliver its emotional impact. That’s where Tom Schneider came in, by hacking floodlights and directing them towards the stage, where dancers made them part of the performance itself.
As two or more dancers were lifted onto trapezes, a thick mist split the scene in two, creating a cinematic tableau where movements ripped from illustrated fables met ultra-chants and hard stomps of concrete warriors. The scene unfolded as a lollied-eye sight—a theatre of greatness in motion. Brutalist motifs of architecture clashed against raw energy on stage and enchantment on the stands, capturing exactly what we sought after. A new myth.
We cannot yet disclose what’s to come for our T90 future plans, but there’s a custom bus going around Milan these days. It’s a bus we all take.
Nike
Total 90 Sneakers Black / White
Nike
Total 90 Sneakers Bordeaux / Metallic Silver
