The showdown between Mad and Survival for Nike

The turn of the 2000s marked a change in behavior that crossed through music, fashion, technology, and sports. Football was not left out of this movement. It was at this moment that Nike introduced the Total 90, a soccer shoe that redefined the aesthetics of the game and, for many, became one of the strongest symbols of a generation. The futuristic design, the centralized numbering on the jerseys, and the promise of performance created a unique identity, which was marked both in the image of beautiful football.

Two decades later, the brand decides to revisit this imagery. The return of the Total 90 arrives in 2025 with new reinterpretations. And in Brazil, a country where football is a language unto itself, this revival could not come without a celebration worthy of it.

Last Thursday, September 4th, the Appito Arena in São Paulo hosted a gathering that brought together sports, fashion, and music. Survival Energy and Mad Enlatados assembled their casts for an unusual pickup game, with teams made up of brand owners, friends, models, and figures close to the creative scene, which took the match to a heated level.

In addition to the game, the event featured sets from DJs Eram and Peroli, while the match between Brazil and Chile was broadcast for the 2026 World Cup qualifiers, which enhanced the atmosphere around the event.

By reviving the Total 90, Nike Football revisits a significant piece of its history and seeks the emotional memory of every Brazilian who grew up with football as one of its aesthetic references.

The pickup game in São Paulo showed that sports continue to be one of the most fertile settings to rethink identity and culture in Brazil, even more so when crossing the game with other values and places, such as fashion and music.