Sneakers Unboxed tells the story of sneakers, including over 200 pairs of sneakers alongside contextual images, film, and archival materials.
Doha, Qatar: 3-2-1 Qatar Olympic and Sports Museum (QOSM) will host Sneakers Unboxed: Studio to Street, a touring exhibition from the Design Museum in London making its Middle East debut in Doha from October 28, 2025 to March 7, 2026.
Charting the design and cultural histories of sneakers, the exhibition explores how these shoes, originally designed for athletic activities, have shaped a global industry.
Sneakers Unboxed tells the story of sneakers, including over 200 pairs of sneakers alongside contextual images, film, and archival materials. Featuring immersive displays and rare sneaker collections, including an exclusive collection of Virgil Abloh’s sneaker designs first presented at the Fire Station in 2021, the exhibition traces the evolution of sneakers from elite sports gear to fashion must-haves and cultural icons.
“We are excited to bring this world-class exhibition to the Middle East,” said President of QOSM H E Sheikh Mohammad bin Abdulla Al Thani. “Reflecting QOSM’s mission to engage younger generations and bridge the gap between sport and culture, it is incredible to see how sneakers have evolved into more than just a footwear and have an ever-growing dedicated community of followers,” he added.
“The 321 Qatar Olympic and Sports Museum is proud to partner with the Design Museum to celebrate the intersection of sports, design, and pop-culture,” said Director of QOSM Abdulla Yousuf Al Mulla.
“Sneakers Unboxed allows us to celebrate the technical innovation behind athletic footwear while also exploring the stories of influence, identity, and community that sneakers carry with them.”
Sneakers Unboxed will examine sneaker culture through Style and Performance, which will highlight how innovation-driven designs transformed athletic footwear, redefining the way athletes train and compete.
The exhibition will also examine the cultural impact of sneakers, showcasing how they evolved into powerful symbols of identity and self-expression across generations and communities.
The presentation of Sneakers Unboxed in Doha is part of the legacy of the Qatar-UK 2013 Year of Culture, a wide-ranging celebration of shared cultural ties between Qatar and the UK.
The exhibition is presented as part of Evolution Nation, an 18-month campaign honouring Qatar’s cultural journey over the past 50 years, since the founding of the National Museum of Qatar. Curated by Qatar Creates, the national movement positioning Qatar as a global hub for art, culture, and creativity, Evolution Nation highlights both the nation’s cultural milestones and its aspirations for the future.
