Nike is reviving one of its most beloved soccer marketing lines with an Air Max Joga Bonito Neon. For anyone who was around for the original Joga Bonito era, the name carries weight, and dropping it on an Air Max during a World Cup summer is a deliberate pull on that nostalgia.
The timing is the story. With the tournament dominating the sneaker and soccer conversation, Nike leaning back into Joga Bonito is a smart way to connect its lifestyle Air Max business to the moment on the pitch. The neon finish keeps it loud enough to stand out in a crowded release calendar.
Release details
The Nike Air Max Joga Bonito Neon releases July 30, 2026 with a retail price of $180. The style code is IO1753-003.
Where to buy
Look for the Air Max Joga Bonito Neon at Nike and select retailers as the World Cup run continues.
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Boots, kits and more from the brands defining the tournament.
