Nike, Lego Partnership Reimagines Kids' Play

Nike and the Lego Group have unveiled a multi-year partnership focused on promoting sports and creative play for children worldwide. The collaboration will blend Nike's 'Just Do It' spirit with the imaginative universe of Lego bricks, releasing a series of co-branded products, content and experiences beginning next year.

Cal Dowers, VP of Global Kids at Nike, expressed the company's dedication to creating an inclusive and active future for all children, stating, “We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together, with the LEGO Group, we’re excited to invite all kids into a new vision of sport and creative play.”

The partnership underscores the vital role of creativity and physical activity in helping children achieve their full potential. The initiative addresses concerns from recent studies showing many children lack adequate playtime and physical activity, alongside parental worries about limited access to engaging and enjoyable activities.

Alero Akuya, VP of Brand Development at the LEGO Group, echoed this sentiment, highlighting the power of play in developing the builders of tomorrow. "By combining the creativity of LEGO play with the energy and passion of sport, we want to inspire new ways for kids to play and be creative," Akuya said.

To celebrate their partnership, Nike and the Lego Group have launched a special digital animation highlighting the blend of sport and creative play, incorporating elements from both brands.