‘The Next Best Thing to Come Out of Finland’ Director Talks ‘Sneakermania’ as Series Debuts Trailer: ‘We Have More to Offer Than Nordic Noir’ (EXCLUSIVE)

“Sneakermania” shows no signs of slowing down.

In the upcoming eight-episode Finnish series, produced by Helsinki-filmi and set to be broadcast on YLE in February 2026, teenage sneakerhead Ola is determined to become a fashion influencer.

With his friend Bee, Ola – who lives for Air Jordan 1 Low OG Chicago – is trying to build a following and grow their TikTok channel. Until his former best friend Jay steals his thunder.

“The story shifts from lighthearted, friendly banter to moments of envy and dishonesty. While the tone often stays comedic, the characters face real challenges: moments that test their morals, motives, and the limits of what they’re willing to sacrifice,” said director Ima Iduozee.

One of the main themes is belonging, he stated.

“The desire to be seen, heard and accepted. Social media plays a central role in ‘Sneakermania,’ offering a space to create your self-image and brand, giving you a sense of autonomy over how others perceive you. For Ola, it becomes a way of gaining motion and respect.”

While there’s “a lot of great stuff coming out of Finland right now,” many stories still wait to be told, stressed Iduozee, also a choreographer for the first Finnish Netflix Original series “Dance Brothers.”

“We have so much more to offer than Nordic noir and detective dramas. I wanted to show a version of Helsinki that felt authentic to me. A generation of young creatives who are bold, self-determined and unafraid to go after what they want.”

Sneaker culture, which has evolved into a global phenomenon, felt like a perfect way in.

The series debuts its trailer here:

“For a massive number of young adults, sneakers are much more than shoes. They are a cultural language representing identity, creativity and community,” said Mia Ylönen, head of drama at Helsinki-filmi.

The company has also showcased anticipated thriller “Icebreaker” – awarded MipDrama’s Coup de Coeur – at the Helsinki industry event Finnish Film Affair. Set on a stranded boat in the middle of icy nowhere, it sees its crew members disappear, one by one.

According to Ylönen, “Sneakermania” taps into fashion, music and social media through its “magnetic lead characters that represent Helsinki in 2025.” “It’s a series about ambition, self-expression, fashion and, above all, a story about friendship.”

Led by first-time headwriter Vilja Keskimäki, the story features tracks from Finnish artists Turisti, Averagekidluke and Bizi.

“We brought fashion stylists, designers, dancers and influencers on board early during the production. It was important for us to collaborate with people who truly live the fashion, culture and music of the sneaker world.”

Ola might be “the beating heart and driving force” of the story, but he’s accompanied by a group of young adults.

“They share his passion for sneakers, DIY culture and creative self-expression, and the thrills of finding their place in the world while navigating friendship and ambition,” said Iduozee.

Ylönen added: “I believe Ima is the next best thing to come out of Finland: a young, creatively unique director whose vibrant vision is something we haven’t seen on Finnish screens before.”

“We were looking for the right project and when ‘Sneakermania’ landed on my table, I knew we had the perfect match.”