Nike and The LEGO Group Announce Multi-Year Partnership to Inspire Play and Creativity

Nike and The LEGO Group, two iconic brands known for their commitment to innovation and creativity, have officially announced a groundbreaking multi-year partnership. This collaboration is set to bring together the best of both worlds, combining the imaginative power of LEGO bricks with Nike’s "Just Do It" spirit, to inspire kids around the globe through sport and creative play.

Building on LEGO’s past successful collaborations with other major brands, this partnership marks a significant shift as they join forces with Nike. Families worldwide can look forward to a series of co-branded products, content, and experiences starting next year, all designed to engage children in new and exciting ways. This initiative reflects the shared vision of both brands to empower kids to be the best versions of themselves by fostering creativity, fun, sport, and imagination.

Both Nike and The LEGO Group have long championed the importance of play in children’s development. They understand that creative and physical outlets are essential for kids to reach their full potential, helping them develop life skills that will benefit them as they grow. The upcoming collaboration aims to address these needs by creating products and experiences that encourage kids to explore their imaginations and stay active.

“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” said Cal Dowers, VP of Global Kids at Nike. “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.”

A recent LEGO Group study highlighted that playtime is limited for many children around the world, with a third of kids only getting three hours of playtime per week. Additionally, according to the World Health Organization, only one in five kids receives the physical activity they need to thrive. These statistics underscore the importance of initiatives like this partnership, which aims to break down barriers to play and ensure all children have the opportunity to be active and creative.

Nike’s ongoing efforts to promote an active, inclusive world are further strengthened by this collaboration with The LEGO Group. The partnership will focus on quality coaching, increasing access to sports, and addressing societal barriers, especially for youth and girls. By combining their strengths, Nike and LEGO are poised to create new opportunities for kids to engage in both sport and creative play.

"At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” said Alero Akuya, VP of Brand Development at The LEGO Group. “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.”

To kick off their partnership, Nike and The LEGO Group released a special digital animation that captures the essence of their collaboration. The animation features a LEGO Minifigure head with a Nike Swoosh smile, surrounded by iconic elements from both brands, symbolizing the exciting fusion of sport and creativity.

As this partnership unfolds, families around the globe can anticipate a host of innovative products and experiences that will encourage kids to play, create, and stay active. The first of these offerings is expected to launch next year, with more to come as Nike and The LEGO Group continue to work together to inspire the next generation of creators and athletes.

You can learn more about this partnership via Nike's Newsroom. Make sure to keep your eyes on our official twitter for further updates.