The NIKE exhibition . Design in Motion showcases key moments in sports history and popular culture. Like the jersey with which Rafa Nadal played his last Roland Garros in 2024, Carlos Alcaraz ‘s US Open kit this year or the jersey with which Pau Gasol led Spain to win the Eurobasket and was crowned MVP in 2015. We also found the original cap that Andre Agassi wore at Wimbledon in ’92 (signed) or a Kobe Bryant jersey that is pure basketball history.
Dozens of sneakers (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 and technology.
The evolution of Nike through iconic models
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.
The second floor showcases historic prototypes like the Air Jordan and Vinícius Jr.’s Mercurial Vapor, while the third floor of TeamLabs/ displays a universe of oddities and collaborations where creativity knows no bounds. Among the highlights:
- 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).
