LEGO and Nike celebrate the power of sport and creative play

NIKE, and the LEGO Group have teamed up to celebrate sport and creative play, creating new experiences to help children be the best versions of themselves.

With long histories of championing children’s right to play, both brands know that creative and physical outlets are critical to children's development — helping children reach their full potential by fostering key life skills that allow them to thrive as they grow up. 

The partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower children around the world. 

Beginning next year, families around the globe will see a series of co-branded products, content and experiences that combine the imaginative power of LEGO bricks with the “Just do it” spirit of Nike to invite all children into play and sport. 

The partnership also rides on a recent LEGO Group study which revealed that for a third of children globally, playtime is limited to just three hours a week, and according to the World Health Organisation, only one in five children 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. 

To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of children, families and adults around the globe. It brings to life how sport and creative play will come together and leverage iconic elements from both brands. 

Within the video, at the centre is a specially created LEGO minifigure head with the Nike Swoosh as the smile, symbolising 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, mini figure, castle and studs.  

The video also includes 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 the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio. 

"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 children 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 children around the world, inspiring them to explore their imaginations,” she added. 

This initiative also marks Nike’s latest effort to power an active, inclusive world that inspires all youth to play and achieve their greatest potential.  

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

“We’re committed to creating a more accessible and inclusive future that inspires children of all ages and abilities to be more active. Together, with the LEGO Group, we’re excited to invite all children into a new vision of sport and creative play.” 

MARKETING-INTERACTIVE has reached out to the Lego Group for more information.  

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