Nike and Foot Locker are rewriting the language of urban football

Nike and Foot Locker join forces to open new dimensions in the world of football, blending style, urban identity, and sporting passion. At the core of this vision are two icons that defined different, yet complementary, eras: the legendary Nike T90, recently relaunched as a lifestyle silhouette, and the Nike Air Max Plus (aka Air Max TN), a symbol deeply rooted in street culture and community creativity.

After relaunching the T90 earlier this year, Nike has transformed a symbol of 2000s football into a contemporary style icon. Combining its rebellious spirit with today's streetwear language, the T90 represents a new generation that lives football far beyond the pitch. Meanwhile, Foot Locker has built a compelling narrative around the Air Max TN, strengthening the brand’s bond with urban communities. Today, these two forces come together: the bold attitude of the T90 merges with the cultural DNA of the Air Max TN to tell the story of football through a new lens.

A look at the campaign: Milan at the center

Set in the streets of Milan, the campaign is a vibrant portrait of urban youth: a snapshot of energy, creativity, and independent spirit. Through a mix of emerging talent and a raw urban backdrop, the campaign tells the story of a kind of football that’s not just played on the pitch—but lived every day. The result is a series of powerful and visceral images that highlight the product while amplifying its cultural relevance. The T90 returns with its performance heritage, now reimagined with a fashion-oriented aesthetic that blurs the lines between performance and lifestyle.

A collective of authentic voices

To bring this story to life, Nike and Foot Locker assembled a dynamic collective of talent representing the perfect intersection of sport and culture. Among them is rising Milanese rap star Abby6ix, a powerful voice in the local music scene, alongside other creatives from the city and, of course, the Nike Air Max Tn—an iconic symbol of Milan’s street style. Embodying the rebellious and innovative spirit of the T90 are Giulia Galli (AS Roma) and Sofia Verrini (Inter), two emerging stars of Italian women’s football, joined by Milanese street ballers Mirko and Emanuele. Each one represents a different face of today’s game. Together, they embody the Next Gen, bringing the sport into a new era.