Nike, Inc. has been stepping up its game in the Spanish-speaking world, and it’s not just for show. The sneaker giant has been serving up a host of products specifically tailored for Latin American consumers. Take, for example, the Nike Air Max 1 “Familia,” a sneaker that appears to draw inspiration from the vibrant and festive Día de Muertos.

Sure, Nike has dabbled in Day of the Dead-themed kicks before, but recent history shows they’re going all out for this holiday. Just last month, in celebration of Hispanic Heritage Month, Nike dropped two pairs of “Familia” sneakers. So, while it might seem a bit puzzling that they’re releasing yet another Air Max 1 with “Familia” messaging, we can’t overlook the significance of family in Latin American culture. And with the end of Hispanic Heritage Month in sight, it’s safe to assume that the newly-revealed “Hyper Pink” style is a nod to Día de Muertos, a holiday observed between November 1st and 2nd.

This sneaker is a bonafide fiesta for your feet, with a vibrant fusion of “Opti Yellow,” “Green Strike,” “Blue Lightning,” and “Total Orange” that encapsulates the lively essence of Latin American culture. The upper of the Air Max is lavishly adorned with embroidery that takes cues from the decorative papel picado and crochet designs found on remembrance altars. And let’s not forget about the two graceful hummingbirds on the spine and sockliners. In Mesoamerican traditions, these magnificent birds were believed to carry messages between the underworld and Earth. Even the shoe boxes for the Air Max 1 “Familia” are masterpieces, boasting intricate details that bring the black and gold color scheme to life.

While we eagerly await the official launch details on Nike SNKRS, let’s take a moment to admire the jaw-dropping official photos of this extraordinary pair. And for those sneakerheads thirsting for even more exhilarating news, mark your calendars for the release of the Air Jordan 11 “Gratitude” in early December. It’s a drop that promises to spread cheer to the entire sneaker-loving family. Rejoice, sneakerheads, rejoice!