Header: Courtesy of NIKE, Inc.
Nike and the LEGO Group have just partnered up this summer with a programme of events and co-branded products to encourage children to engage with physical activity and creative building. Both brands hope this will become a multi-year collaboration, having marked their first step with a mix of urban installations and a product range that includes LEGO sets and Nike footwear, clothing, and accessories.
“I have loved playing with LEGO bricks since I was a kid and know that my creativity and play helped me not only in sports but also at school and in life. I’m thrilled to be part of this partnership with Nike and the LEGO Group and know we can help to make a positive impact with kids and adults alike.”
A’ja Wilson, who will appear in digital content linked to the launch.
Inspiring the next generation
Both companies are also set to support an initiative proposing that the United Nations recognise the 11th of June as the International Day of Play. As part of this effort, Nike and the LEGO Group hosted a temporary installation at LEGOLAND California Resort (7 to 11 June) known as the Play Arena. There, children were able to participate in all kinds of basketball-themed activities, such as designing minifigure cards, building miniature jerseys, and taking part in shooting challenges.
“Play has the incredible ability to inspire and spark creativity in every child, and at the LEGO Group, we truly believe in that power. We’re excited to kick off the first chapter of our partnership with Nike, blending the joy of basketball with the magic of imagination.”
Federico Begher, SVP, Product Group, New Businesses, LEGO Group
A second round of this event, developed in partnership with local nonprofits, will be held this July in London to match the summer football season. This event will not only focus on football but also create space for girls to participate.
“At Nike, we are dedicated to fuelling the potential of kids through play. Activating the full power of Nike — from athletes to our communities — helps us engage and inspire kids to experience the enjoyment of sport as a lifelong pursuit. Our partnership with the LEGO Group reinforces our commitment to inviting all kids to play.”
Cal Dowers, VP, Global Kids, NIKE
At home
Nike employees have been encouraged to take part in this effort, with staff from the company’s headquarters in Beaverton, Oregon, having received training to become youth sport coaches. Furthermore, on 11 June, the same staff helped host a sport day with children from a local nonprofit organisation.
In China, the partnership is being adapted to include community events and retail displays in the country’s biggest cities, such as Shanghai and Beijing. There, a new playground made from recycled trainers is set to open later this year, having come to life due to Nike’s “Grind” programme, which plans to construct 100 similar sites in China.
“Nike is powering the future of youth sport — with the vision of an active, inclusive world that inspires all youth to play and achieve their greatest potential. Through coaching, we can put the fun back into sport and welcome all youth to participate. Our goal is to give the next generation an opportunity to enjoy a lifetime of sport and movement and help make their dreams real.”
Vanessa Garcia-Brito, VP and Chief Impact Officer, NIKE
The collaboration
The first LEGO product from the collaboration is a 1,180-piece buildable Nike Dunk trainer, which will be available from the 1st of July onwards. Aimed at builders aged 10 and up, the set features interchangeable elements, small storage compartments and even a basketball-themed Minifigure. However, this isn’t the only novelty of the collaboration, as more LEGO sets are expected in September.
Nike’s contributions to the range will begin on the 1st of August with a LEGO-themed Air Max Dn release, followed by a clothing and accessories line. LEGO’s aesthetics are clear in the new collection, having been mixed with Nike’s graphic and footwear elements.
