What are Nike's plans for the reissue of the Shox T90 Magia?

At the closing bell of Paris Fashion Week, Nike reintroduced the Shox T90 Magia, an archival model dating back to 2003 that only true diehard fans still remember today. It’s a silhouette that blends the upper of the Total 90 — complete with its signature horizontal panels on the toe — with the iconic Shox heel and its distinctive cushioning system. Nike chose to relaunch it in collaboration with the Copenhagen-based Danish store Maha Amsterdam. But what did the Shox T90 Magia represent in 2003? It was originally designed as an indoor football shoe — quite a bold move, considering no football boot, indoor or otherwise, had ever featured a raised heel. At the time, this was one of Nike’s first (intentional or not) steps towards transforming the Total 90 into a lifestyle icon, seamlessly fitting into everyday outfits.

Today, this reissue carries even greater significance. Not only does it make perfect sense to release it exclusively with Maha Amsterdam, but it also provides a clear clue about Nike’s intentions: to revive the Total 90 line and its hybrid models, increasingly orienting them toward lifestyle. It’s a strategy that will continue in the coming months, especially looking ahead to the 2026 World Cup in North America, where the Total 90 aesthetic is set to become a central asset. As mentioned, the shoe is being launched in collaboration with Maha Amsterdam and, as noted by platforms like HartCopy, no other retailer could have interpreted this reissue in such a symbolic and meaningful way. The store’s two founders, Saskia van Hofwegen and Dian Iskandar, perfectly balance dance and football: she is a former dancer from the Young Talent Programme at The Hague’s Royal Conservatory, and he is a devoted football enthusiast. In the launch campaign, iconic football gestures — such as the Hand of God, the scorpion kick, and the bicycle kick — are reinterpreted through choreographic movements.

Ultimately, this interpretation by Nike in relaunching a silhouette like the Shox T90 Magia confirms that the brand will continue to focus on the Total 90 line as a lifestyle product, keeping it — at least for now — away from the world of performance. Perhaps the approach of the 2026 World Cup will push Nike to develop a new, updated Total 90 boot, ready for the pitch and adapted to the modern footballer’s technical needs. The Total 90, reinvented in the Shox T90 Magia, once again proves how football — through its aesthetic — is capable of influencing lifestyle and driving the success of iconic silhouettes and, of course, the brand’s bottom line. This remains a key strategy for Nike.