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3-2-1 Qatar Olympic and Sports Museum (QOSM) has opened “Sneakers Unboxed: Studio to Street”, a major touring exhibition from London’s Design Museum, making its Middle East debut in Doha until March 7, 2026.Unveiled by Qatar Museums (QM) Chairperson HE Sheikha Al Mayassa bint Hamad bin Khalifa al-Thani, the exhibition traces the design and cultural evolution of sneakers – shoes that began as athletic gear and grew into a global phenomenon shaping sport, style, and identity.Featuring more than 200 pairs of sneakers displayed alongside photographs, films, and archival materials, the exhibition offers an immersive journey through sneaker history.Highlights include rare and limited-edition designs as well as 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,” said QOSM president Sheikh Mohammad bin Abdulla al-Thani. “This exhibition celebrates how innovation and creativity have transformed something as everyday as a shoe into a global cultural phenomenon.”“By hosting this show in Doha, we continue to engage diverse audiences, inspire the next generation, and highlight the universal power of sport as a unifying force that transcends borders and disciplines,” he said.The exhibition explores sneaker culture through two key lenses: style and performance.The exhibition highlights how innovation and design have revolutionised athletic footwear, transforming the way athletes train and compete.It also delves into the cultural impact of sneakers, revealing how they have become enduring symbols of identity, creativity, and self-expression across generations and communities.“Over the past 50 years, sneakers have evolved from a sports shoe to the most prominent form of footwear in the world with well over a billion pairs sold last year alone,” said Design Museum chief executive and director Tim Marlow. “This exhibition explores a global design phenomenon that has fascinated everyone from sneakerheads to world class athletes, a complex and captivating mixture of technical innovation, high performance problem solving and street-style sub-cultures.”“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.

The Organizing Committee of the FIBA Basketball World Cup Qatar 2027 has taken a major step toward strengthening the cultural and heritage dimension of the tournament by signing a landmark cooperation and cultural partnership agreement with the 3-2-1 Qatar Olympic and Sports Museum, the Qatar Basketball Federation, and the FIBA Foundation (the social and legacy arm of the International Basketball Federation).At the outset of the signing ceremony, Mohammed Saad al-Rumaihi, Chief Executive Officer of Qatar Museums, and Mohammed Saad al-Mughaseeb, Director General of the Organizing Committee of the FIBA Basketball World Cup Qatar 2027 and President of the Qatar Basketball Federation, expressed their profound gratitude to His Excellency Sheikh Joaan bin Hamad Al Thani, President of the Organizing Committee of the FIBA Basketball World Cup Qatar 2027, and Her Excellency HE Sheikha Al Mayassa bint Hamad al-Thani, Chairperson of Qatar Museums' Board of Trustees, for their unwavering support in advancing both the sporting and cultural sectors through the integration of culture and sport.The cooperation and cultural partnership agreement was then signed by Mr. Mohammed Saad Al-Rumaihi and Mr. Mohammed Saad Al-Mughaseeb, in the presence of Mr. Abdullah Yousuf Al-Mulla, Director of the 3-2-1 Qatar Olympic and Sports Museum, and Mr. Fahad Ibrahim Gumaa, Executive Director of Strategic Planning and Integration at the Organizing Committee, alongside guests and representatives of media outlets.This agreement seeks to create a comprehensive framework for collaboration and coordination, paving the way for educational, awareness, marketing, and documentation initiatives that showcase the legacy of basketball at both the local and international levels. It also reinforces Qatar’s standing as a premier global hub for sport and culture.Under the agreement, the partners will host joint exhibitions and showcases on basketball heritage at the 3-2-1 Museum, organize community and interactive fan events both inside and outside the museum, and deliver educational programs, school visits, and workshops exploring the history of the game and its leadership. The initiative will also document the history of basketball in Qatar through collections, digitization, and oral history, while granting access to FIBA’s historical archive for research purposes.On the promotional front, the partners will launch joint digital campaigns, develop commemorative merchandise, and create retail opportunities tied to the World Cup. As part of the legacy and artistic development strand, plans include building community courts decorated with art inspired by the 2027 World Cup, launching joint initiatives to develop coaches, and collecting and preserving memorabilia for future generations.On this occasion, Mr. Mohammed Saad Al-Rumaihi said: We believe that sport and culture are powerful tools for encouraging community engagement and strengthening national identity. Through them, creativity flourishes, social cohesion is reinforced, and innovation grows , all of which are fundamental pillars for building a diverse, knowledge-based society.He added: “In this context, I wish to express my appreciation to our partners at the Qatar Basketball Federation and the Organizing Committee of the FIBA Basketball World Cup Qatar 2027 for this constructive collaboration. Together, we look forward to achieving great successes that will leave a lasting legacy for Qatar’s hosting of the FIBA Basketball World Cup 2027.”Mr. Mohammed Saad Al-Mughaisib said: “This partnership connects our proud sporting history with our thriving present and bright future. The museum preserves our achievements and showcases our sporting heritage, while the tournament opens doors to a global legacy, highlighting Qatar as a leading sports destination. Through this collaboration, we aim to offer fans and visitors a one-of-a-kind experience that goes beyond the court—blending the excitement of sports with culture and knowledge, while inspiring future generations through events that celebrate basketball’s legacy.”At a press conference held on the sidelines of signing ceremony, Abdullah Yousuf al-Mulla, Director of the 3-2-1 Qatar Olympic and Sports Museum told the media that the agreement plays a vital promotional, cultural, and educational role in introducing the world to Qatar’s rich culture and its proven ability to host major sporting events. He added that the museum serves as a strategic partner in advancing Qatar National Vision 2030 through programs, workshops, cultural sports exhibitions, and school visits that allow students to engage directly with global basketball stars.For his side, Fahad Ibrahim Gumaa, Executive Director of Strategic Planning and Integration at LOC, noted that this partnership aims to promote basketball and the FIBA Basketball World Cup Qatar 2027, while continuing to build collaboration and investment to connect people across the region and the world with Qatar’s sporting legacy. He highlighted that the initiative will also educate fans and showcase the memorabilia of legendary basketball players, as part of Qatar’s ongoing cooperation with FIBA.