The exhibition NIKE. Design in motion keeps key moments of sports history and popular culture. Like the shirt with which Rafa Nadal played his last Roland Garros in 2024 or the original cap (signed) that Andre Agassi wore at Wimbledon in ’92. This is a living exhibition, which continues to grow: recently, it has included in its collection the Air Mag model worn by Marty McFly in Back to the Future II or the Nike Cortez of Forrest Gump.
During the Christmas season, the exhibition also displays a special offer: a duo pack for 27 € designed for visits with two voices, and a family option for 50 € that invites you to live the experience in a group. In addition, until January 7 only, children under 12 years of age will have free admission.
218 legendary sneaker models (a delicious “free buffet” for sneakerheads), archival objects, historical photographs, prototypes and curiosities flood the three floors of the Casa de las Alhajas in Madrid. The modernist building, headquarters of TeamLabs/, opens its doors to the public with this exhibition that is an ambitious journey through six decades of Nike’s history. And, therefore, through six decades of design, sport, technology… and pop culture.
39 new additions: Nike in film and TV
The exhibition adds a new tour of Nike’s pop side with 16 Air Max, 16 movie-related models and 7 originals from the 1970s. In other words, 39 sneakers in total that have left their mark on film and television. And, therefore, in the global collective imagination, revealing how a simple sneaker can become a cultural icon.
Visitors will be able to meet the famous Cortez sneakers that accompany the endearing Forrest Gump (1994) on his journey across the United States; the futuristic Air Mag, which have become a symbol of innovation since Marty McFly wore them in Back to the Future II (1989); or the Vandal High that gave character to Kyle Reese in Terminator ( 1984), reinforcing that raw and urban air that defined the action movies of the eighties.
The tour also links with contemporary productions such as the Stranger Things series, where Nike once again takes center stage to consolidate its link with eighties nostalgia. These pieces are familiar to us for having appeared in memorable scenes… but they also helped build characters, eras and entire universes. The sneaker as a cultural object.
The evolution of Nike through iconic models.
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Since Phil Knight and Bill Bowerman founded Nike on May 1, 1972 with the goal of creating the lightest and best-gripping sneakers, the brand has evolved from athletics to conquer multiple disciplines. The exhibition traces this journey – from the mythical Waffle sole, inspired by a waffle iron, to the boom of the 1980s and the innovations of 2025, with designs that transcend sports to become cultural icons.
On the second floor, historic prototypes such as the Air Jordans and Vinícius Jr.’s Mercurial Vapor are on display. Also, Carlos Alcaraz ‘s kit from this year’s US Open or the jersey with which Pau Gasol led Spain to win the Eurobasket and was crowned MVP of 2015. Or a Kobe Bryant jersey that is pure basketball history.
On the third floor of TeamLabs/ a universe of rarities and collaborations unfolds where creativity knows no bounds. Among the featured pieces:
- Soccer boots designed with artificial intelligence for Kylian Mbappé in 2024.
- A Nike Blazer signed by Naomi Osaka
- The Nike with platform signed by Comme des Garçons.
- LeBron James‘ Air Force 1
- Air More Uptempo Denim x Serena Williams, designed by Wilson Smith (Nike’s first African-American designer, in 1996).
- The ones designed by Virgil Abloh for his Off-White brand.
Pop and quite rap
One of the most striking designs for its dimensions and shape, are the Riccardo Tisci x Air Force 1 high top boots, very much to the taste of Serena Williams, Rihanna or Naomi Campbell.
In the exhibition we come across the origin of this type of collaborations with artists: the Blazer (i.e. the most famous basketball shoe before the Air Force 1) designed for Tom Petty in 1982. Pink, with a plaid Swoosh. Pure fantasy. That same year, a Special Make Up (SMU) dedicated to Elton John was also created, a type of Boston sneaker in maroon, black and with yellow details.
There are even rarities(millennials, attention) such as the Air Force 1 designed by rapper Nelly in 2002 for his album Nellyville, the album of the legendary song Hot In Herre.
A women’s story
Did you know that the Nike symbol, the famous Swoosh, was designed by Carolyn Davidson? Or that it was the arrival of fashion designer Diane Katz on the team that turned Nike’s strategy towards clothing (and not just sneakers)?
The brand supported both emerging male and female athletes from the start, at a time when this was not even contemplated. This is the case of Nike’s collaboration with the Tennessee State Tigerbelles in the 70s, a relay team formed, among other athletes, by Joan Benoit (who would end up winning the gold medal at the 84 Olympic Games in the first women’s marathon).