Nike’s first museum show

Image: Vitra Design Museum

In a historic first, the Nike: Form Follows Motion exhibition at the Vitra Design Museum in Germany delves into the story behind one of the world’s most iconic brands. As a designer, this exhibition fascinates me, particularly after recently reading Phil Knight’s memoir Shoe Dog. Understanding the behind-the-scenes struggles, the last-minute decisions surrounding the Nike name, and his initial hesitation over the now-legendary Swoosh logo adds a deeper layer of appreciation to all things Nike’.

Image: Drawing of the original Swoosh Design, Carolyn Davidson, 1972; © Nike, Inc

The exhibition spans five decades of Nike's journey from a grassroots startup, co-founded by Knight and his former coach Bill Bowerman, to the global powerhouse it is today. It offers a glimpse into Nike’s design evolution, from the birth of the Swoosh and the development of classics like Air Max and Flyknit to their current sustainability research. The exhibit presents the larger story of Nike’s cultural influence on sports, design, and even social change with an emphasis on how sportswear has become a pop culture staple.

One of the most interesting aspects of Nike’s design ethos, for me as a designer, is how they, like Apple, steer away from advertising to sell products. Instead, Nike sells emotion, stories of victory, empowerment and overcoming limits. Whether it's their iconic campaigns or groundbreaking sneaker designs, the focus is on how Nike’s creations make you feel, rather than just how they function.

What makes this exhibition even more exciting is the rare access to the Nike archives, showcasing prototypes and design studies never seen before. The evolution of Nike’s Air technology is highlighted, along with contributions from iconic designers like Tinker Hatfield and external collaborators such as Virgil Abloh. The exhibition also sheds light on how Nike listens to athletes, from elite stars like Michael Jordan to everyday users, ensuring their products continually push the boundaries of both design and performance.

In a space where sport meets design, Nike: Form Follows Motion is a celebration of how innovation, creativity, and collaboration have shaped not just Nike’s success but also the broader culture of design and athleticism.