All it takes is one step from cleats to catwalk. From Nike to Puma to Coperni, brands are drawing on the iconic football aesthetics of the 2000s to reinvent their classics. A return to the roots that combines performance, nostalgia, and sportswear flair.
Nike brings back the Total 90 with Paris Saint-Germain
It hasn’t gone unnoticed: PSG has secured its spot in the Champions League semi-finals. Perfect timing for Nike, who took the opportunity to tease a collaboration with the club around an iconic 2000s model: the Total 90 III SP. A lifestyle twist on the legendary Total 90 cleats named after the full 90 minutes of a football match, this cult pair is making a much-anticipated comeback.
For this reinterpretation, Nike opts for a sleek silhouette featuring a white base, contrasting red Total 90 logo, and stitched PSG crest detail. While the brand is keeping the official release date under wraps, it has been confirmed that the sneaker will be part of an entire collection, including a third kit for PSG. Even before its launch, Nike is already striking a nostalgic chord with fans.
This resurgence is part of a broader strategy by Nike, which is reimagining its iconic models, originally designed for the pitch as lifestyle pieces. In 2024, the brand had already transformed the legendary Nike Tiempo, famously worn by Ronaldinho, into the Air Max Tiempo Plus, unveiled ahead of the Spring/Summer 2025 show by Martine Rose. This marked another collaboration between the British designer and the Swoosh, following the success of the mule-style Shox. It’s yet more proof that cleats, once confined to the field, are now making their way onto runways and city streets alike.
Puma reinvents speed with the V-S1
Puma is joining the race. With the V-S1, available from April 19 on its website and at select retailers, the German brand is bringing its legendary cleats to the streets. Inspired by the v1.06, once worn by Samuel Eto’o and Robert Pirès and the v1.08, this new silhouette focuses on lightness and speed. The “V” in V-S1 stands for “velocity,” a nod to the sprinting power the original model was known for.
Designed for urban wear, the V-S1 features a hybrid design combining asymmetrical lacing with bold metallic tones like “Poised Pink” and “Shadow Gray.” It’s part of a broader wave of reinterpretations by Puma, including its collaboration with Fenty by Rihanna, which brings back the oversized tongue of classic football cleats. This detail, often reimagined by fashion brands, instantly evokes football aesthetics, without slipping into parody.
French label Coperni takes a completely different approach to reinterpreting football cleats. In collaboration with Puma, the brand unveiled a technical pair with a square toe, a remnant of a heeled shoe featuring a sleek profile and quick-lacing system. Presented during the Autumn/Winter 2024 show, the pair draws inspiration from the world of football while breaking away from the typical retro revival trend. At the same time as it launched the 90SQR, Coperni also showcased a reimagined version of the Speedcat, which is currently making a strong comeback.
Football, a matter of style
The biggest fashion houses are also embracing the cleat aesthetic. Louis Vuitton’s Footprint sneaker, revealed during the Spring/Summer 2025 show, was worn by preppy-styled models walking on a checkerboard grass runway. Meanwhile, Acne Studios recently teamed up with Kappa for a football-inspired capsule collection, naturally featuring a fresh take on the classic cleat.
While the ties between football and fashion are nothing new, they’ve grown significantly stronger in recent years. The sport has become a true stage for style, embodied by players who have emerged as fashion icons. Take FC Barcelona defender Jules Koundé, for example known for his sharp sense of style, every appearance he makes is closely watched. His fashion-forward approach has led to collaborations with major brands like Jacquemus, and he’s now a regular at the most prestigious fashion events.
Over the years, football cleats have become far more than just sports gear, they’ve turned into a creative playground for designers and brands alike. Through increasingly unexpected collaborations, fashion and football keep passing the ball back and forth, creating a dynamic where every new reinterpretation is a play on innovation.
