What: Nike is partnering with the Centre Pompidou to create an immersive experience celebrating its Nike Air franchise during the Paris Olympics.

Why it is important: This collaboration highlights the fusion of sport and culture, leveraging a historic Parisian landmark to enhance the Olympic experience and showcase Nike's innovative legacy.

During the Paris Olympics, Nike will host an "Art of Victory" exhibition at the Centre Pompidou, celebrating its Nike Air franchise and the site that inspired the Air Max 1 design nearly 40 years ago. The exhibition, running from Wednesday to August 11, will feature a transformed facade showcasing sports stories and a skateable sculpture by French artist Raphaël Zarka. This collaboration aims to inspire boldness and disruptiveness in line with both the Pompidou's and Air Max's legacies. Additionally, the Centre Pompidou will offer free access to its exhibitions and permanent collections for visitors under 26 during the exhibition period.

Nike to create immersive experience at Centre Pompidou during the Olympics