in every corner
of the city
rituals, its people.
At Nike, we continue to honor that legacy by celebrating the energy, creativity, and spirit that make Mexico one of the world’s most passionate football capitals.
After igniting the kick-off of the Total 90 Journey at Sneaker Fever, we brought back the energy of street football for TOMA Anahuacalli.
In collaboration with our OG NBHD partner, HEADQUARTER, we once again celebrated football culture in its purest form. The iconic foosball tournament made its comeback, paying tribute to the spirit of CDMX fairs and fueling the competitive, nostalgic energy of the barrio.
In CDMX going to a football match is a ritual that always ends with tacos and drinks. For Toma we borught some of the most iconic places that have a connection with football scene: from Las Aztecas, the legendary micheladas every fan enjoys before or after the Azteca, and Taquería El Remolquito, a must-stop for any true football lover.
Local football fans love to collect memorabilia from the matches they attend to. And this time it was not the exception. We invited Tercer Mundo —an airbrush artist and football enthusiast— to create one-of-a-kind posters that guests could take home as a souvenir from Toma Ciudad de México . Passion turned into art. Football transformed into culture.
From football-linked streetwear to fashion-forward lifestyle brands, we built a cultural playground
where football meets art, style, and expression — all through the voice of Mexico.
Our MCs injected their unique energy into the tournament to connect organically with young soccer fans: Fer Cortéz,
Josuesy, and Perro Martinoli. Their style incorporates football aesthetics into their lifestyle as a way of expression.
Opportunities
Streetwear brand Paisa Boys customized a series of jerseys based on the iconic T90 shirt, blending Mexican culture with soccer. This collaboration was made possible thanks to a partnership with street culture media outlet THIS, which published a 15-photo shoot cover story across its social media platforms, highlighting the spirit of T90 with Mexican elements.
This cultural moment was joined by Headquarter, one of the true OGs in NBHD, who brought back its iconic “futbolito” setup to street football energy, culture-first, and the game alive.
The night was lit up not only by the players' skills but also by the music of local artists El Malilla and Cachirula, figures currently praised by Generation Z. The shots on goal matched the urban beats of the guest performers, making this event a celebration of community sports, culture, and Mexican identity.
