Art of Victory
Porta Rocha
6 Dec 2024
Art of Victory
During the 2024 Paris Olympics, Nike hosted the two-week “Art of Victory” exhibition at the Centre Pompidou, celebrating sport, culture, and innovation. The exhibition paid tribute to the Air Max 1, which was inspired by the Pompidou’s bold architectural design nearly 40 years ago. As part of the campaign, Nike transformed the museum’s iconic façade into a digital canvas, showcasing legendary moments in sport.
Porta Rocha collaborated closely with Nike to design the visual system for the entire experience, from wristbands and social assets to dynamic motion graphics on the Pompidou’s massive screen—the largest in Europe. The system had to be flexible yet consistently engaging over the campaign’s two-week duration.
Their solution maximised impact, drawing inspiration from bold design elements like boxing posters and street flyers. We reimagined Nike’s Futura type, combined with striking visuals, electric Volt Green, and custom AI-generated shoes, to create a memorable, cohesive identity that resonated with sports fans worldwide.
