The world was a hot-bed of innovation at the turn of the century.
Our society was evolving, Pop music was entering a prolific era, and Nike was in the midst of revealing one of their most influential boot lines ever.
Of course, Nike’s lineage has always been sustained through their innovations. And though that innovation continues to this day, the Total 90 line of football boots defined an era.
In the year 2000, Nike introduced a new boot line. The goal of the line was to build a boot that would keep players in top shape for the duration of a full match. Hence the name, Total 90- the boots were designed to keep you and your opposition on your toes for 90 minutes. The boot was designed with the greatest athletes in mind. The upper, as well as the asymmetrical lacing system, created space down the center of the boot-and toe- to allow for a better first touch and shot placement. Anyone taking a free-kick could feel like Luis Figo when placing the ball at the top corner.
Beyond that, though, Nike’s efforts to popularize the boots was equally as impressive. A whole generation of football players chose their favorite boots thanks to Nike’s creative television ads. Wether it was Edgard Davids, Luis Figo, and Patrick Viera embarking on The Mission, or Eric Cantona hosting a Secret Tournament– the Total 90 adverts moved the boot line from functional to cool. The peak, personally, came in 2004 when Nike athletes from the Brazilian and Portuguese National Teams participated in the “Ole” commercial- where the athletes got a little carried away before an international friendly. This ad, among other Total 90 ads, formed impressionable millennial’s perception of what was cool.
No matter if it was a rainy night in the Premier League, or a humid afternoon with close friends, the Total 90 boots were the pinnacle of on the field fashion. Not everyone had the style and joyful aura of Ronaldinho- but wearing a colorful pair of boots made everyone feel special. This coolness factor helped the Total 90 line build the legacy it has to this day.
Maintaining a decade long spot in the forefront of style is hard, though. But the Nike athletes who wore the Total 90 boots quite literally extended the brand’s life cycle. Fabio Cannavaro famously wore a player exclusive Total 90 Boot in the 2006 World Cup Final. Four years later, Wesley Sneijder and Inter Milan achieved the almost impossible- winning the Treble- while Sneijder sported the Total 90 Laser III. Be it the wonder-kid Wayne Rooney, or Ronaldinho and Cristiano Ronaldo sporting the line before releasing their own Nike boots, the Total 90 line sported some of the biggest football stars- often times in the biggest moments of their careers.
The final iteration of boot in the Total 90 line- the Laser IV, released in 2013. Nike would then move on to more sleek, lighter, boots to meet the needs of the pace that was rapidly changing the game of Football. Though the era came to a close then, the Total 90 line lives in infamy to this day.
Nike met the needs of their top athletes with the Total 90 Line, but it also created one of the defying looks in the sport of Football. Wearing Football boots was never cooler than it was in the 2000s in Total 90s.
Twenty-Five years since originally launching, the Total 90 line has made its return. The Premier League’s current match ball is a nod to the ever popular Total 90 Ball of the 2000s. Meanwhile, Nike is brining back the Total 90 III. This time, it is for those looking to perform off the pitch. At a time when low profile trainers are the talk of the town, the return of one of the most beloved brands is very welcome.
The Total 90 III returns tomorrow in a Metallic Silver colorway via SNKRS at 10 am EST. Nike NBHD accounts will be exclusively releasing other colorways as well. More colorways are slated to release throughout 2025.
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