LEGO Group and NIKE announce multi-year global partnership
Two of the biggest brands in the world have announced they’ll be joining forces in a new multi-year global partnership between the LEGO Group and NIKE, Inc.
The LEGO Group and NIKE, Inc. have announced that they will be uniting to elevate the power of creative play and sport with a new multi-year global partnership. The two iconic brands will be joining forces for the first time to create what could be a series of co-branded products, content and experiences.
The idea behind the partnership is said to combine the power of LEGO bricks with the “Just Do It” spirit of Nike to invite all kids into play and sport. According to a recent study by the LEGO Group, 59% of parents are worried that their children don’t have enough playtime or access to fun activities.
There’s no word yet on exactly what shape specific co-branded LEGO x Nike products, content and experiences will look like, but activities have been confirmed to be kicking off sometime next year.
“At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” commented 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.”
Cal Dowers, VP, Global Kids, NIKE, Inc. added, “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.”
We’ll have to wait and see for now if any potential LEGO x Nike sets might be in the works, but those who sign up for free LEGO Insiders and Nike membership will apparently be kept up to date with any future product developments.
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- From video game journalism to kids’ publishing, I’ve been there, seen it, done it and worn the T-shirt. I was also the editor of the first-ever official LEGO magazine way back when, LEGO Adventures. I have a passion for movies, comic books, tech and video games, with a wallet that’s struggling to keep up with my LEGO set wish list.
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