Slam Jam and Nike Total 90 Unite Football Culture Through Exactitudes Campaign
The ongoing partnership between Slam Jam and Nike Total 90 takes a new direction with a jersey-focused collection that celebrates the shared identity of fo
The ongoing partnership between Slam Jam and Nike Total 90 takes a new direction with a jersey-focused collection that celebrates the shared identity of football fandom. Following a globally recognised footwear release with ILL-Studio and (La)Horde earlier this year, the collaboration now turns to apparel that merges athletic function with street-ready aesthetics.
The Philosophy of 11+1
Slam Jam’s approach centres on a simple formula: eleven players plus one fandom. This concept highlights the collective emotions, identities, and togetherness that define football culture. The new drop embodies this ethos through three jersey silhouettes—short-sleeve, long-sleeve, and sleeveless—each co-branded and infused with Slam Jam’s distinct visual language. Classic colour palettes meet sublimated patterns, while the iconic Nike scorpion motif from the Secret Tournament resurfaces from the archives. Whether worn on the pitch, in the stands, or on the street, the pieces invite wearers to make individuality their emblem.
Launch Event at Spazio Maiocchi
Slam Jam transforms its Milanese space, Spazio Maiocchi, into a live arena for the collection’s reveal. On September 19th, from 7–10pm, the venue becomes the campaign set itself, putting community front and centre rather than merely inviting it as an audience.
Exactitudes Photographers Bring Their Lens
For the campaign imagery, Slam Jam enlists Dutch artists Ari Versluis and Ellie Uyttenbroek, founders of the long-running Exactitudes project. Their photographic grids have catalogued over three thousand distinct subcultural archetypes across three decades. In the spirit of openness, a public casting call invites Milan’s residents to step before the camera and potentially join the legendary Exactitudes grid.
The resulting photographs will not only drive the campaign but also become part of Versluis and Uyttenbroek’s extensive visual archive, which has documented identity in all its variety for thirty years.
With this release, the partnership between Slam Jam and Nike Total 90 continues to reshape how football is experienced, represented, and celebrated—turning product collaborations into cultural statements. The collection drops from September 19th.
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