04.07.2025

Maha Amsterdam x Nike

At Maha Amsterdam, we redefine women’s streetwear through a community-first, quality driven, and self expressive approach. From our home in Amsterdam, we champion a local mindset with a cultural reach that extends across Europe and beyond.

With a shared love for storytelling and a deep appreciation of Nike’s archive, we were immediately drawn to the T90 Shox Magia, originally launched in 2003 for indoor football, as the silhouette to reinterpret. A shoe that once moved with purpose on and off the pitch, now returns with a lifestyle-forward vision rooted in duality, balance, and creative freedom.

True to its heritage, the design preserves the iconic Shox cushioning in the heel, a nod to early-2000s nostalgia reimagined through our lens.

The concept draws from the shared roots of football and dance, disciplines central to our founders, with Saskia van Hofwegen’s background in dance and Dian Iskandar’s in football. Both are grounded in movement, rhythm, and creative expression, which inform both the campaign and the product narrative.

Shot by Jordan Hemingway, the campaign captures this energy through dynamic visuals featuring dancers from diverse disciplines, highlighting Dutch Olympian and Nike athlete India Sardjoe. Caught mid-motion, they reinterpret iconic football moves through the lens of dance. Whether you recognize the Scorpion Kick, the Hand of God, or the Half Bicycle, or simply experience them as expressive gestures, this is an invitation to reimagine, to play, and to move in your own rhythm. 

We’ve brought the T90 Shox Magia into a contemporary context through elevated materials and signature detailing. The lead colorway features a patent black upper, a chrome contrast heel block, and a stacked Shox sole, finished with a bespoke Maha Amsterdam x Nike logo on the tongue and sockliner. A limited Maha Amsterdam-exclusive silver version with an iridescent PVD finish adds a luxurious, petrol-like shimmer.

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We are honoured to have worked with the most inspiring crew:
Photographer:  @jordan_hemingway
Creative Direction: @treefillingwindow
Movement Direction: @yagamoto
Set Design: @samuel.overs
Styling: @isabellesayer
Hair: @ingvanhemert
Make-Up: @irena.ruben
Production: @artillerie.v
Post-Production: @dtouchldn

Featuring:
@indiasardjoehh
@daria
@berendamico
@dominantwipez
@jaljoshua
@iamwasabiwoman

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