It defined football eras before and it’s back, redefining style now.

When Nike started teasing the return of the iconic T90 line in June 2024, it signaled the comeback of a shoe that defined the early 2000s football swag. This sparked a frenzy, with the silhouette being reimagined for everyday wear. But for a streetwear-loving and nostalgia-obsessed generation, this was really a slam dunk.

From Edgar Davids, Luis Figo, Ronaldinho, Paul Scholes, Roberto Carlos, Francesco Totti, Fernando Torres to Wayne Rooney—the legends who made memories in these boots—the transition from football to fashion was a stroke of genius from Nike. It didn’t just reintroduce a football boot, it reignited an era.

Nike built the T90 around power and precision when it was first introduced. Football in that era was loud, fast, and ferocious—and the T90 captured that energy in leather. It was revolutionary in both design and feel. It only took one boot ad, The Mission, to cement it in football lore.

By 2002, the T90 II had entered the cage. Quite literally. Nike’s Secret Tournament campaign, featuring players like Thierry Henry, Ronaldo Nazário, and Roberto Carlos battling it out in a secret shipyard tournament refereed by Cantona, made the T90 mythical. Set to Elvis’ “A Little Less Conversation,” that commercial is still considered one of the most iconic sports ads of all time.

From 2004 to 2011, the line evolved with the T90 III, Supremacy, and the Laser series—pushing innovation while staying rooted in its identity. But by 2013, the T90 line started to fade out as Nike shifted focus to lightweight speed focused boots like the Mercurial and the Hypervenom. It had a quiet sendoff, but its legacy was deeply imprinted in the memories of fans and players who wore it during their peak football years.

Now it’s 2025, and the T90 is everywhere. Nike has transformed it into a resurgent fashion essential thanks to a well-thought-out campaign. The T90 III, in particular, has been reborn as a lifestyle sneaker. With its unmistakable off-center lacing and oversized “90” branding, it’s no longer just a football relic.

From Shanghai to Paris, Nike has hosted global pop-ups, immersive exhibitions, and surprise drops—resurrecting the energy of that era. But before the campaign really kicked off, the spark had already been lit.

It began with the unveiling of three initial colorways—“Black/Metallic Silver,” “Dynamic Yellow/Green Spark,” and “Bordeaux/Metallic Silver.” And when Edgar Davids was spotted wearing a “Navy Blue/Metallic Silver” pair of T90 IIIs at Travis Scott’s ‘Secreto Maximus’ tournament, the anticipation hit another level.

The campaign started becoming more impactful when Nike began recruiting more voices:

Travis Scott: the king of collaboration, was among the first to wear the T90 III SP.

Iris Law: model and Gen Z fashion muse, starred in campaign visuals. She gave the T90 the high fashion crossover it needed.

Ethan Nwaneri: the 17-year-old Arsenal phenom, anchored the campaign from the football side. His inclusion was symbolic, as he represents the future of the game.

Veneda Carter: introduced the T90 Shox Magia at Paris Fashion Week.

Tyla: the South African music breakout star, has been spotted several times in T90s—during rehearsals, travel fits, and tour visuals.

Vinícius Júnior: posted a picture in February on his Instagram and X accounts. The caption read, “Voltei a ser criança….,” which translates to “I became a child again.” For someone born in 2000, seeing this comeback in 2025 feels perfectly fitting—it captures exactly what the T90 represents: childhood wonder, reignited.

Ronaldinho: it must’ve been surreal for him. He lived through that era and helped define it. Seeing the T90 blossom again, this time through a new generation, only made it more right for him to be part of the campaign.

And some more.

Together, these faces told a broader story.

By framing it within the broader conversation around blokecore, football as fashion, and retro futurism, Nike positioned the T90 as more than merch.

It’s loud. It’s unapologetic. And it’s a masterclass in how to take something from the past and make it feel like the future.

Here’s a quick guide to the 2025 T90 III releases:

Date & Colourway	Availability & Price
Mar 1, 2025 – Metallic Silver / Black	Released via Nike SNKRS & select retailers, $110
Spring 2025 – Black Patent	Glossy black upper, $110 at Nike.com & select retailers
Spring 2025 – Dynamic Yellow/Green Spark	Released via Nike, featuring gum sole, $100
Spring 2025 – Sail (Light Orewood Brown)	Lifestyle version, $100 via Nike
Spring/Summer 2025 – Three Additional SP Colourways	Unveiled later in the year
Jun 17, 2025 – .SWOOSH x T90 III Quit The Rage (Green)	Collaboration release on SNKRS, $115
Summer 2025 – Light Orewood Brown (from SNKRS)	Part of the Light Orewood Brown trio, $100
Fall 2025 – Gym Red (White/Red colourway)	Lifestyle drop, $100
Fall 2025 – Fir Green	Available via Nike.com, $100
Fall 2025 – Veneda Carter X Nike Total 90 Secutor Shox Magia	Premiered at Paris Fashion Week; available in fall 2025, pricing TBA