Sneakers, TikTok and fierce friendship collide in a vibrant, coming-of-age Helsinki drama.
A fresh, vibrant take on youth culture and online fame is arriving from Finland. Sneakermania, an eight-episode series from Helsinki-filmi set to premiere on YLE in February 2026, follows teenage sneakerhead Ola as he hustles to turn his passion for kicks into influencer stardom — until a betrayal tests his friendships and his values.
Ola is the kind of character who lives and breathes sneakers. He’s obsessed with the Air Jordan 1 Low OG Chicago, spends hours curating looks with his friend Bee, and dreams of growing their TikTok channel into something big. But when his former best friend Jay suddenly steals the spotlight, what started as playful rivalry spirals into envy, dishonesty and hard choices that push every character to ask who they really are.
According to Variety, Director Ima Iduozee, who also choreographed Finland’s first Netflix Original Dance Brothers, says Sneakermania aims to show a side of Helsinki we don’t often see on screen. “We have so much more to offer than Nordic noir,” Iduozee says, explaining his desire to depict a generation of creatives who are bold, self-determined and eager to make their own mark.
The show blends comedic moments with real emotional stakes, landing somewhere between spirited fun and a coming-of-age drama about identity and belonging.
Social media is the engine driving the story. For Ola, the ability to craft his own image online offers autonomy and a chance to be seen — but it also creates pressure to perform and compete. “The desire to be seen, heard and accepted” is a throughline, Iduozee notes, as characters navigate what they’re willing to sacrifice for likes, followers and respect.
Helsinki-filmi’s head of drama, Mia Ylönen, says sneaker culture was an obvious entry point. “For many young adults, sneakers are much more than shoes — they’re a cultural language,” she explains. The series leans into that world, bringing fashion stylists, designers, dancers and influencers into the production from day one to ensure authenticity.
The soundtrack features Finnish artists including Turisti, Averagekidluke and Bizi, giving the series a pulse that matches its stylish visuals.
Written by first-time head writer Vilja Keskimäki, Sneakermania doesn’t put Ola at the center in isolation — he’s part of a close-knit group who share his DIY ethos, hunger for self-expression and the messy business of growing up. Friendship, ambition and the cost of chasing fame are all on the table.
If the trailer is any indication, Sneakermania is set to be a lively, colorful addition to Nordic TV that foregrounds fashion, music and online culture rather than the usual crime dramas. Expect smart humor, sharpened emotions and a modern portrait of a Helsinki that feels lived-in and loud.
Share your thoughts — are you ready for a sneaker-driven take on teen fame?
