“Sneakermania” shows no signs of slowing down.
The 8-episode Finnish series produced by Helsinki-Filmi and scheduled to air on YLE in February 2026, teenage sneaker head Ora is determined to become a fashion influencer.
Along with his friend Bee, Ora lives in Air Jordan 1 Roog Chicago, but is trying to build a follow and nurture the Tiktok channel. Until his ex-best friend Jay steals lightning.
“The story moves from light and friendly jokes to moments of hope and injustice. The tone often remains comedy, but the characters face real challenges. The moments that test the limits of their morals, motives, and what they sacrifice,” director Ima Idowsie said.
One of the main themes is to belong, he said.
“The desire to be seen, heard, accepted. Social media plays a central role in “sneaker nerds,” providing space for self-image and branding, and gives you a sense of autonomy about how others perceive you. For me, it becomes a way to gain movement and respect. ”
“There are so many great things coming out of Finland right now,” but many stories are still waiting to be told.
“We offer more than Nordic Noir or detective dramas. We wanted to show me a version of Helsinki that felt real.
Sneaker culture, which evolved into a global phenomenon, felt like the perfect way.
The series debuts trailer here:
“For a huge number of young adults, sneakers are more than shoes. They are a cultural language that represents identity, creativity and community,” says Mia Irenen, director of drama at Helsinki Firmi.
The company also presents the expected thriller “Icebreaker,” which won Mipdrama’s Coup de Coeur at the Helsinki Industry Event Finnish Film Incident. They are placed on a stuck boat in the middle of the ice everywhere, and watch the crew members disappear one by one.
According to Ylönen, “Sneakermania” uses fashion, music and social media through “Helsinki’s leading magnetic protagonist in 2025”. “It’s a series about stories about ambition, self-expression, fashion, and more than anything, friendship.”
Leading by first-time headwriter Vilja Keskimäki, the story features tracks from Finnish artists Turisti, Everage Kidluke and Bizi.
“We had fashion stylists, designers, dancers and influencers on board during the production. It was important to work with people who really live in fashion, culture and music from the sneaker world.”
While Ora may be the “mind and driving force” of the story, he is accompanied by a group of young adults.
“They share his passion for sneakers, DIY culture, and creative self-expression, and the thrill of finding their position in the world while navigating their friendship and ambition,” Idowsie said.
Ylönen added: “I think the IMA is the next best thing coming out of Finland: a young, creatively unique director.
“We were looking for the right project, but when ‘Sneakermania’ landed at my table, we knew we had the perfect match. ”
“Sneakermania”
Courtesy of Helsinki Firmi
