In a move that’s sending millennial football fans into nostalgic overdrive, Nike Football has transformed a corner of Shanghai into what can only be described as Total 90 heaven. The sportswear giant has taken over Yanqing Road, converting it into “Block 90″—a shrine to the iconic football boot series that defined the beautiful game in the 2000s.

The pop-up, created in collaboration with Shanghai’s creative football collective ANAR FC, isn’t just another corporate showcase. It’s a genuinely immersive experience celebrating the legendary T90 line that dominated pitches worldwide.

Walking into Block 90 feels like stepping into a football time capsule. The space features a jaw-dropping display of archival Total 90 boots from the 2000s, including rare gems and classic colorways that have long been the holy grail for football boot collectors. The mega-nostalgic displays showcase everything that made Total 90 legendary during its original run.

But Nike isn’t just cashing in on nostalgia. The brand is positioning Total 90 for a cultural comeback, with the line transitioning from pure performance gear to lifestyle-focused streetwear that resonates with today’s football culture.

What’s particularly refreshing about Block 90 is its grassroots energy. Rather than partnering with some soulless corporate entity, Nike chose ANAR FC—a Shanghai-based collective of diverse players—highlighting Total 90’s new positioning as street culture rather than just professional gear.

Visitors aren’t just staring at glass cases either. The pop-up offers hands-on customization experiences, allowing fans to personalize their own Total 90 gear while soaking in the community atmosphere. It’s exactly the kind of interactive, community-focused approach that big brands often promise but rarely deliver.

For the football romantics who spent their youth obsessing over which Total 90s Ronaldinho or Rooney was wearing, Block 90 represents a proper pilgrimage site. And for the sneakerhead generation discovering these iconic boots for the first time, it’s a masterclass in how heritage sportswear can still feel revolutionary when executed with genuine passion and community spirit.

See more stunning shots of Block 90 on our Instagram post here, and if you’re not already, follow us to keep up to date with more creative youth culture from Asia.

All images via Instagram/@anar_footballclub, shot by @fin3z and @nk7.