What: Nike and Jacquemus have turned Selfridges’ Wonder Room into a metallic gym locker display to celebrate their collaboration and the 2024 Paris Olympics.

Why it is important: The collaboration blends high fashion with sportswear, creating a unique and engaging retail experience that highlights the synergy between athletic performance and style, and attracts attention during the high-profile Olympic season.

In celebration of the 2024 Paris Olympics, Nike and Jacquemus have taken over Selfridges' Wonder Room with an eye-catching pop-up installation that mimics a silver gym locker room. The display features an enormous red Le Swoosh bag and larger-than-life gym equipment such as a silver dumbbell, skipping rope, and shake bottle. The Selfridges window on Orchard Street mirrors the theme, making it one of the year's most whimsical displays at the retailer. Designer Simon Porte Jacquemus drew inspiration from Paris, Nike athletes, and vintage Nike collections to create items like the metallic twist on Nike’s Air Max One sneakers. The campaign features icons such as Serena Williams, celebrating their achievements and influence.

Nike and Jacquemus transform Selfridges' Wonder Room into Olympic-themed silver gym locker