The return of the Nike Total 90 Shox Magia is a bold move—and one that makes perfect sense in 2025. First released in 2003, the silhouette merged Nike’s iconic football boot DNA with its Shox cushioning system, resulting in a design that was ahead of its time. Today, with the rise of footballcore and renewed love for Y2K-era tech aesthetics, the Shox Magia feels right at home. To reintroduce the model to a new generation, Nike partnered with Amsterdam-based women’s retailer Maha, bringing a fresh take on how sport and style intersect. Instead of focusing on the pitch, Maha’s campaign highlights movement across disciplines, breakdancing, ballet, and more, to reframe the Magia as both a performance sneaker and a fashion statement. Among the faces of the campaign is India Sardjoe, an Olympic-level breakdancer and Nike athlete, showcasing the energy and versatility the silhouette brings.
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