No other team makes the most of Total 90 like Tottenham Blending his identity with Nike's aesthetic
2025 was undoubtedly the year of Total 90, the iconic template with which Nike simultaneously flooded streetwear collections thanks to brilliant collaborations, while also returning to dominate football aesthetics with Third kits dedicated to the Swoosh’s top-tier teams. Tottenham Hotspur is the club that better than anyone else managed to merge these two dimensions. On the pitch, the Total 90 collection dedicated to the Spurs led to the creation of a yellow jersey with blue details, where the most important symbol is the return of the old cockerel crest accompanied by the motto "Audere est Facere", placed at the center of the shirt.
The Total 90 font
Not just the template. On the pitch, Spurs decided to go all-in on the Total 90 aesthetic by using, exclusively for their Third Kit, the special font that Nike introduced during the 2004/05 season. It debuted during the last Champions League match against PSG, since in the league Spurs use the Premier League’s unique font. Slim lines, geometric design, lightweight shapes, and a pixelated color scheme that, combined with the yellow shirt, immediately brings to mind the Brazil jersey worn by Ronaldinho.
Pre-match and tracksuit
The streetwear dimension instead develops through collections that maintain the retro Total 90 aesthetic but with a contemporary twist. This results in tracksuits with vibrant colors, soft shapes that further enhance asymmetric patterns and water-repellent fabrics, staying true, once and for all, to the idea that football aesthetics can be transferred to everyday life. The same applies to the pre-match jerseys, in the same navy-blue shade as the tracksuits and enriched by the use of the vintage logo of Nike Football — the Swoosh enclosed in a circle, itself framed within a softly shaped triangle.
An immortal aesthetic
Tottenham Hotspur embarked on a daring and unpredictable path: unlike other clubs sponsored by Nike, Spurs decided to partially deviate from their corporate identity. Their goal was to fully embrace Nike's aesthetic, creating products intended to transcend the usual seasonal cycle of football kits and merchandise. The Total 90 template is projected to retain its allure, staying iconic for two or three decades. This strategy applies to every item Nike manufactures for Tottenham using the Total 90 design for the 2025/26 season, yielding jerseys and collections that will endure and seem more connected to the overall Nike catalogue than to Tottenham's historical narrative.
