The global story of sneaker culture lands in Doha this season with Sneakers Unboxed: Studio to Street, now open at the 3-2-1 Qatar Olympic and Sports Museum (QOSM).
Launched on 28 October 2025 by H.E. Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the exhibition marks the first time the London Design Museum’s acclaimed touring show appears in the Middle East.
Running until 7 March 2026, the showcase features over 200 pairs of sneakers, along with photographs, films, prototypes and archival materials. The exhibition traces how a simple athletic shoe became one of the most recognisable design objects of the last century.
Visitors are guided through the evolution of sneaker culture, from early performance innovations to the rise of streetwear, collaborations and contemporary collectable design. Highlights include rare and limited-edition models alongside an exclusive presentation of Virgil Abloh’s celebrated sneaker creations.
“Sneakers Unboxed: Studio to Street reflects our ongoing commitment to exploring the intersection of sport, design and culture. This exhibition celebrates how innovation and creativity have transformed something as everyday as a shoe into a global cultural phenomenon.”, said Sheikh Mohammad bin Abdulla Al Thani, President of QOSM.
The show unfolds across two intertwined themes: style and performance. The first charts how sneakers became symbols of identity, tied to subcultures, fashion and creative expression, while the second examines how design and engineering reshaped athletic performance.
Tim Marlow, Chief Executive and Director of the Design Museum, notes that sneakers have become the world’s most dominant footwear, with over a billion pairs sold last year alone. “This exhibition explores a global design phenomenon that fascinates everyone from sneakerheads to world-class athletes,” he says, praising Doha’s role in bringing new perspectives to the story of contemporary design
The exhibition forms part of Evolution Nation, an 18-month celebration of the nation’s cultural journey and continues the dialogue sparked by the Qatar - UK 2013 Year of Culture.
Visit: Sneakers Unboxed: Studio to Street
Mariam Khawer is a Dubai-based writer and PR professional whose work spans food, art, and travel across the region. When she isn’t chasing deadlines, she’s likely at a gallery opening, testing out a new restaurant, piecing together one of her mixed-media art projects or at home with her four cats, who keep her on her toes.
