Nike and Jacquemus Turn Selfridges’ Wonder Room Corner Into a Seducing Silver Gym Locker

Olympics fever has landed at Selfridges with a special pop-up from Nike’s collaboration with Jacquemus.

To celebrate the 2024 Paris Olympics, the two brands have taken over the ground floor’s Wonder Room — right next to the watches and fine jewelry with a metallic installation mimicking a gym locker room with a red life-size Le Swoosh bag from the collection sitting in the middle of the space.

Embracing the full sports theme, the Selfridges window display on Orchard Street also takes after a gym locker with larger than life items such as a silver dumbbell, a skipping rope and a shake bottle. It’s the most fun and whimsical window staging of the year at the retailer.

“This collection is born from the inspiration I find every day in Paris and in Nike’s athletes and the sports references I have always loved. My favorite part of the process is always research and development, and to dig into the Nike archives. I also collect a lot of vintage Nike on my own, it inspires me a lot in the process,” said Simon Porte Jacquemus.

He reimagined Nike’s Air Max One sneakers with a metallic twist and mesh fabrication.

To unveil the second collaboration with Nike, Jacquemus invited Serena Williams, Beatriz Hatz and Manu Rios to star in the campaign images.

“To me there is nothing higher than athletes, they are living gods. Beyond their style, they embody values that fully connect in terms of achievements,” said the designer.

He added, “It was important to me to celebrate global sport icons such as Serena. Her star power as an athlete is unparalleled. She has paved the way for a new generation to redefine winning on their own terms.”