Director Ima Iduozee Talks Series ‘Sneakermania’, Treiler debuts

“Sneakermania” does not show any signs of delay.

In the coming eight-episodes, produced by Helsinki-Filmi and 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 – tries to build a supporter and grow their tap channel. Until his former best friend Jay steals his thunder.

“The story shifts from air -hearted, friendly chatter to moments of envy and unfairness. Although the tone often remains comical, the characters are confronted with real challenges: moments that their moral, motifs and limits of what they want to sacrifice,” said director Iduozee.

One of the main themes can be heard, he said.

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

Although “many great things come from Finland at the moment”, many stories are still waiting 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 that are boldly, self -determined and unsatisfied to go after what they want.”

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

The series makes his trailer debut here:

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

The company has also shown the expected thriller “Icebreaker” – awarded Mip dramas Coup de Coeur – during the Finnish film affair of the Helsinki industry. Put nowhere on a stranded boat in the middle of ICY, it sees its crew members disappearing one by one.

According to Ylönen, “Sneakermania” uses fashion, music and social media through his “magnetic main characters representing Helsinki in 2025.” “It is a series about ambition, self -expression, fashion and especially a story about friendship.”

Under the leadership of the first main writer Vilja Keskimäki, the story contains songs by Finnish artists Turisti, Averagekidluke and Bizi.

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

Ola is perhaps ‘the beating heart and the driving force’ of the story, but he is accompanied by a group of young adults.

“They share his passion for sneakers, do-it-yourself culture and creative self-expression, and the tension of finding their place in the world while they navigate to friendship and ambition,” said Iduozee.

Ylönen added: “I believe that IMA is the second best to come from Finland: a young, creative unique director whose lively vision is something that we have never 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.”