NIKE TOTAL 90 SHOX MAGIA RETURNS THROUGH MAHA AMSTERDAM

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Summary:

• Dutch retailer Maha Amsterdam partners with Nike to reintroduce the Total 90 Shox Magia from 2003
• Two exclusive colorways available: Metallic Silver and Metallic Black variants
• Online release scheduled for July 5, followed by SNKRS app launch on July 12

The Dutch retailer Maha Amsterdam has partnered with Nike to bring back the Total 90 Shox Magia, a hybrid sneaker design that first appeared in 2003. The collaboration will reintroduce this archived model to contemporary consumers through two exclusive colorway options.

The Total 90 Shox Magia combines elements from Nike's football heritage with performance technology. The shoe features the upper construction of the Total 90 football boot merged with Shox cushioning technology positioned in the heel area. This combination creates a design that emphasizes both visual appeal and functional performance, particularly regarding energy return and responsiveness.

The partnership will offer the shoe in two distinct colorways. The "Metallic Silver" version features a polished silver finish with black accent details and matching laces. The "Metallic Black" variant presents an inverted color scheme, maintaining the same design principles but with a darker primary tone. Both versions include special co-branding elements on the tongue area, marking the collaborative nature of the release.

The original Total 90 Shox Magia represented Nike's experimental approach to footwear design during the early 2000s. The shoe merged soccer-inspired aesthetics with Nike's Shox technology, which was primarily used in running and basketball footwear at the time. This cross-category approach reflected the brand's efforts to create versatile athletic footwear that could appeal to different sports communities.

Maha Amsterdam, known for its curated selection of sneakers and streetwear, has established itself as a notable retailer in the European market. The store's collaboration with Nike on this archive release continues its pattern of working with major brands to offer exclusive products to its customer base.

The release strategy follows a staged approach. The initial online release is set for July 5, providing early access to customers who shop through digital channels. This will be followed by availability on Nike's SNKRS application on July 12, expanding access to a broader consumer base through the brand's official platform.

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The return of the Total 90 Shox Magia comes during a period when many footwear brands are revisiting their archives. This trend reflects consumer interest in designs from previous decades, particularly those that represent unique technical innovations or distinctive aesthetic approaches from earlier periods in sneaker development.

The Shox technology featured in the shoe uses spring-like columns in the sole to provide cushioning and energy return. This system was introduced by Nike in the early 2000s and became a recognizable element across various models in the brand's lineup during that period.

For collectors and enthusiasts familiar with Nike's extensive catalog, the Total 90 Shox Magia represents a relatively rare model that had limited distribution during its original release period. The collaboration with Maha Amsterdam provides an opportunity for both new consumers and those who missed the original release to acquire the shoe.

The timing of the release coincides with summer retail patterns, when many brands introduce new products ahead of the back-to-school shopping season. The staggered release dates also align with current industry practices that create anticipation and manage inventory distribution across different sales channels.