Nike and LEGO Announce Multi-Year Partnership to Inspire Creative Play and Sport
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Nike and the LEGO Group have joined a multi-year partnership to inspire kids and families worldwide. Set to launch next year, the collaboration will spotlight co-branded products, interactive content, and immersive experiences that seamlessly merge Nike’s iconic Just Do It ethos with LEGO’s legendary creative play.
The partnership’s debut features a specially curated digital animation designed to capture the imagination of kids and adults alike. The animation features a LEGO Minifigure head with the iconic Nike Swoosh as a smile, encapsulating the spirit of both brands. Surrounding it are familiar icons from both worlds, including Nike’s orange shoebox, the waffle outsole, and LEGO’s bricks and Minifigures. Shared symbols like the Pegasus, representing Nike’s running heritage, and the duck, a nod to Oregon and LEGO’s early toys, further emphasize the collaboration’s creative spirit.
Both Nike and LEGO have long championed the importance of play in childhood development, believing that creative and physical activities are key to nurturing well-rounded, thriving children. This partnership is a natural evolution of their commitment to helping kids unlock their full potential and cultivate vital life skills through active and imaginative play.
“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” said Cal Dowers, Vice President 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.”
The collaboration addresses a growing concern for parents and health experts alike. A recent study by the LEGO Group revealed that many children have limited playtime, with one-third of kids globally receiving only three hours of play a week. The World Health Organization also reports that just 20% of children meet the recommended physical activity levels necessary for their well-being. This initiative is designed to break down barriers to sport and play, emphasizing the importance of accessibility, inclusivity, and engagement.
Nike has consistently focused on increasing access and quality coaching for children, particularly for young girls. Now, through this partnership with LEGO, they aim to further elevate their mission by providing a new platform that unites sport with creativity in a way that appeals to kids of all backgrounds.
The LEGO Group echoes this sentiment. “At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” said Alero Akuya, Vice President 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.”
As this partnership unfolds, fans can expect a series of innovative products and experiences that redefine how kids engage with sport and play. We also hope this includes LEGO x Nike footwear, as the brand previously partnered with adidas on collaborative footwear. Download the Sole Retriever mobile app for more updates on the latest happenings in the sneaker and streetwear world.
Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com
