Photography: aria ruffini, tony brugnoli

Following the launch of the Nike Total 90 jerseys in collaboration with Slam Jam, the creative journey has expanded into a cultural statement captured in Milan by the artistic project Exactitudes.

On September 19th, Spazio Maiocchi was transformed into a football-inspired arena for the official collaboration launch, where community, music, and style merged into a single energy. DJs Seretide and canva6 provided the soundtrack for the evening, while attendees became active protagonists of the project. Throughout the event, guests were cast and photographed to become part of Exactitudes’ iconic 12-image grid.

Known for their systematic approach since the mid-1990s, the Dutch artists Ari Versluis and Ellie Uyttenbroek, founders of Exactitudes, have documented thousands of social archetypes by capturing subjects in identical poses and dress codes, creating their now-iconic grids that reveal both the uniformity and individuality of global communities.

After the event the Exactitudes team extended their stay in Milan for four days, to streetcast and shoot individuals who embody the spirit of the Total 90 era in today’s culture. The result is The Nike Total 90 Team by Slam Jam grid: a contemporary portrait of identity, style, and football fandom, now immortalized in the Exactitudes archive and set to be featured in Exactitude’s upcoming book in February 2026.

With this collaboration, Nike and Slam Jam once again blur the boundaries between sport, art, and community, celebrating the collective spirit of football culture while giving it a bold, modern form.