Launched in 2023, NIKELAB SEOUL is an annual event held every September in alignment with Seoul Art Week, coinciding with Frieze and KIAF. At a time when global attention from the art and design communities converges on Seoul, NIKELAB SEOUL serves as a key moment to present Nike’s most forward-looking ideas, expressed through product and visionary-led interpretations.

The event is developed by close collaboration of Nike’s Men’s Brand and Jordan Brand team, and in this edition showcased key products including Air Max 95 x WORKSOUT (3rd CW), FA25 AVA ROVER, Pegasus Premium, and Air Jordan 17 x Infinite Archives.

Another highlight of the event was the first offline exhibition of the “95” photobook project, led by the Global SNKRS team, featuring works by four photographers representing Los Angeles, London, Tokyo, and Sydney.

In addition, the program included a curated exhibition archiving Nike’s 2000s-era innovation alongside Korean popular music that acclaimed by cultural experts, as well as a wide range of installations and content across disciplines such as installation art, photography and film, choreography, graphic design, and typography. In total, 36 emerging Seoul-based artists participated in the exhibitions and content programs of Nikelab Seoul 2025. Extending beyond the exhibition space, group running sessions were also hosted, bringing together the running communities to run both city streets and trail courses across Seoul.

Nikelab Seoul 2025 marked 1.83m potential reach thru 20 Comms partner channels and hosted 1.6k consumers & 172 catalysts with 103m potential reach on IG.