When Nike's football heritage meets the raw creativity of the Parisian suburbs, it results in a reimagined iconic jersey, a bold collaboration, and a clear message: Welcome to the scene.
As his latest project “Fara Fara Gang” with Genezio still resonates in playlists, Tiakola continues his conquest, this time at the intersection of style and sport. For the first time, the rapper from the 91 joins the very private club of collaborations between urban music and sportswear giant: Nike. More than just a marketing stunt, this partnership embodies a cultural fusion, where the football field meets the rap scene, and where the legacy of the 2000s blends with the current codes of streetwear.
Released last year, the mixtape BDLM (Welcome to the scene) marked a turning point in Tiakola's career. With its innovative sounds and strong aesthetic, the project managed to unite a youth in search of expression, recognition, and cultural renewal. Today, this message takes a tangible form with a football jersey inspired by the codes of yesteryear. And it’s no coincidence. Launched in the early 2000s, the Total 90 period marked an entire generation with its bold designs. Dynamic circles. Futuristic lines. Aggressive look. Mythical selections, such as Brazil, or legendary clubs like Arsenal or FC Barcelona, wore these jerseys at a time when Nike was redefining the aesthetics of the game.
Through the return of Nike Total 90, the sportswear brand summons a time when football was not just about performance, but also about style. Here, the Swoosh celebrates both its heritage and its ability to speak to the present. The BDLM x Nike Total 90 jersey does not just appeal to nostalgia: it transforms it, diverts it, updates it, and brings to light what those years represent.
The Total 90 DNA, remixed by Tiakola
Forget traditional codes. The BDLM x Total 90 jersey features a gradient of vibrant, energetic, and bold colors. Every detail of the jersey tells a story. That of a return to the roots. A tribute to neighborhood football. A look towards the future. The finishing touch? An exclusive BDLM x T90 badge that seals this meeting between two DNAs, that of a brand that has dressed generations of players and that of an artist who resonates with the youth.
But that’s not all. Designed as a lifestyle piece, the jersey speaks to a new generation. One that no longer just follows the rules. One that, like Tiakola, has decided to make its voice heard in an often closed environment. Through this collaboration, the two partners encourage the youth to reclaim their image, their future, their art. Now, style becomes a language and clothing, a vector of emancipation.
In this fusion between the legacy of Total 90 and the BDLM vision, a new era opens. An era where the culture of the Parisian suburbs is no longer marginalized, but at the center. Where music, fashion, and sport become one. Where Tiakola, as a conductor, redefines what it means to “enter the scene.”
And when is it coming out?
The BDLM x Total 90 jersey will be available for pre-order starting July 10 for Parisians at the Nike store on the Champs-Élysées, upon presentation of a QR code and an ID between 6 PM and 8 PM. For the rest of the public, the drop will take place on July 11 on SNKRS. Expect to pay €80.
BDLM x Nike Total 90 Long-sleeve T-shirt "BDLM"
Release scheduled for July 11, 2025
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