The Nike Total 90 Shox Magia, a silhouette that first made waves in 2003 for its unconventional fusion of football boot design and Shox cushioning technology, is set for a redux. The model’s reemergence was previewed by Veneda Carter during Paris Fashion Week, ascertaining its return to the spotlight for a new generation.

To officially reintroduce the shoe to contemporary audiences, Nike has partnered with women’s retailer Maha Amsterdam.

About the Maha Amsterdam x Nike Total 90 Shox Magia SP

Initially, the Total 90 Shox Magia was an experimental crossover, merging performance-driven elements from Nike’s football pedigree with the futuristic sensibilities of the Y2K era. In the status quo, the pair’s melding of “footballcore” aesthetics and innovative cushioning aligns with prevailing trends in both sport and streetwear.

The campaign showcases the Total 90 Shox’s versatility through a dynamic display of athletes from diverse dance disciplines, including breakdancing and ballet. And among the top-tier talents is India Sardjoe, an Olympic-level breakdancer and Swoosh ambassador, underscoring the model’s dual appeal as both a performance shoe and a fashion statement.

The rollout of the Total 90 Shox Magia will begin with two colorways: Metallic Silver/Black and Black/Metallic Silver, both of which are prominently featured in campaign visuals.

Release Details

Product images have yet to be disclosed, but the Swoosh has confirmed a staggered launch: the Total 90 Shox Magia will debut exclusively at Maha Amsterdam on 5 July, followed by a wider release on SNKRS on 12 July. The retail price is set at US$180.

In other news, check out the Kobe Bryant x Nike Dunk Low “Team Red/White”. Alternatively, you can also head to the SNKRDUNK App via the banner below and browse the latest and greatest in sneakers, streetwear, and TCG.

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