Nike Total 90 - History

History

Laser III Synthetic Black/Blue/Volt Colorway Laser IV Synthetic White/Black/Total Orange Colorway Laser IV KangaLite Black/Yellow/Silver Colorway

The Total 90 brand name is derived from the 90 minutes traditionally played in a football match, with 'Total' implying that the athlete who represents the 'Total 90' ethos is capable if giving maximum effort at any point in the game. It is now commonly abbreviated by Nike themselves to 'T90'.

The majority of Total 90 apparel is designed for athletic purposes and is made up of various materials that absorb sweat and transfer it to the outside of the material so it can evaporate quickly. More ventilated material is usually placed in areas more prone to sweat collecting such as the underarms and neck area.

In 2007, Nike introduced a new boot, the Nike Total 90 Laser. The boot's main feature was the concentric rubber rings (shot-shield) on the top of the boot, which, it was claimed, improved accuracy, swerve and power. It also boasted a "E-Vent" membrane throughout the boot's upper, which increased breathability, while blocking absorption. The boot's marketing involved several Nike-endorsed players, including Gennaro Gattuso, Carles Puyol, Gonzalo Higuaín, Diego, Fabio Cannavaro, Torsten Frings, Wesley Sneijder, Wayne Rooney, Michael Essien, Rafael Márquez, Fernando Torres, and Florent Malouda.

In April 2008, the Total 90 Laser was followed by the Total 90 Laser II. This version featured a refined "sweet spot" and reduced the area of exposed laces. The high density material of the "sweet spot" combined with the rings to help keep the ball down and add swerve to the ball.