Nike and the LEGO Group announced a multi-year partnership that will celebrate sport and creative play, creating new and exciting opportunities for kids and families worldwide.
Beginning next year, both companies will launch a series of co-branded products, content and experiences that combine the imaginative power of LEGO bricks with Nike’s “Just Do It” spirit to invite all kids into play and sport around the globe.
“At Nike, we believe in the power of sport to move the world forward, and that starts with kids. 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,” said Cal Dowers, VP, Global Kids, Nike.
“At the LEGO Group, we believe in the power of play to inspire and develop 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. We are excited to partner with NIKE, Inc. on this journey and help reimagine how creative play and sport can unite. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations,” said Alero Akuya, VP of Brand Development at the LEGO Group.
To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of kids, families and adults everywhere. It brings to life how sport and creative play will come together and leverage iconic elements from both brands.
At the center is a specially created LEGO Minifigure head with the Nike Swoosh as the smile, symbolizing the unique power of both brands through sport and creativity. This is surrounded by sport references and individual icons from both brands, such as the orange Nike shoebox; the waffle outsole and Nike Air technologies; and the LEGO brick, Minifigure, castle and studs. Also included are shared icons such as the duck, the LEGO Group’s first product and a symbol synonymous with Oregon, Nike’s birthplace; the Pegasus horse, a reference to an iconic Nike footwear innovation; and of course the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio.
A recent LEGO Group study revealed that for a third of children globally, playtime is limited to just three hours a week, and according to the World Health Organization, only one in five kids gets the physical activity they need to thrive. Further, 59% of parents who participated in a separate LEGO Group survey indicated they worry their children don’t have enough playtime or access to fun activities.
