As the Samba wave begins to ebb, another icon from the football archives is making a bold return—Nike’s Total 90. Once a staple on the pitch in the early 2000s, this beloved silhouette is back in the spotlight, reimagined for modern street style.
The Revival of a Legend
The reissue of the Total 90 III—redesigned as a lifestyle trainer inspired by the original 2000s-era football boots—couldn’t be more perfectly timed. Riding the buzz of the UEFA Women’s Championship this summer, the Total 90 is once again at the heart of a fashion-football crossover.
Felicia Pennant, founder of Season Zine and football-style columnist, calls this comeback “smart and functional,” aligning with the rise of football-core and blokecore aesthetics. Think of Rosalía spotted in New Balance cleats on NYC streets—pitch-ready gear is becoming a fashion statement.
A Shoe That Defined a Generation
For many who grew up in the UK during the early 2000s, Total 90 wasn’t just a football boot—it was a rite of passage. With its off-center lacing system and bold circular “90” logo, it wasn’t confined to the pitch. It hit playgrounds, gyms, even dance floors.
The name “Total 90” refers to its ability to perform across the full 90 minutes of a match. With its enhanced strike zone and power-enhancing stitch lines, it became a trusted tool for legends like Thierry Henry, Ronaldinho, Luis Figo, Wayne Rooney, and Edgar Davids. Before social media, this was how influence spread—through televised matches and Nike campaigns. As Pennant puts it: “They were football’s answer to Jordans—wearing them meant you were aligned with greatness.”
The 2025 Comeback
Nearly 25 years later, the Total 90 is surging again. As football dominates global conversations—from the men’s leagues to the Lionesses—its cultural relevance is spilling over into fashion. From scarves and jerseys to shorts and trainers, football is defining how we dress in 2025.
Nike’s new Total 90 release has quickly become a favorite not just among style influencers but among diehard fans of the game. London designer Martine Rose—known for her experimental Nike Shox heels—featured the Total 90 in her FW25 collection. She told Vogue: “It’s about breaking formality and being playful. Feeling free to be who you want to be—that’s never been more vital.”
Easy to Style, Impossible to Ignore
With a simple yet striking silhouette, the Total 90 lends itself effortlessly to everyday style. Baggy jeans, socks-and-shorts combos, even dresses—it’s a chameleon. The asymmetric lace design adds a subtle statement that sets it apart from more conventional kicks.
Nike’s latest campaign—featuring Iris Law and football prodigy Ethan Nwaneri—cements the Total 90’s place in the fashion canon. For the first time, the shoe is shown on female icons, reframing a historically male-coded design. According to StockX, resale interest has spiked by 4,000%, and vintage pairs are gaining cult value on eBay.
Whether you’re dressing for a summer match-day party or hitting the turf yourself, Nike Total 90 isn’t just a sneaker—it’s a mood. Nostalgic, streetwise, and built for movement, it’s the shoe of the season.