Nike joins LEGO to elevate the power of play

The companies hope to encourage children into play and sport.

Sportswear producer Nike has signed a multi-year partnership with Danish toymaker LEGO Group, and has announced the companies’ intention to ‘bring to life the many ways sport and creative play can help all kids be the best versions of themselves’.

The ongoing strategy could see the release of co-branded products, content and ‘experiences’ that the companies say will combine the imaginative power of LEGO bricks with Nike’s ‘Just Do It’ ethos to encourage children into play and sport.

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

This initiative marks Nike’s latest effort to inspire youths to play and achieve their greatest potential. According to Nike, it is focusing on breaking down barriers for young people – especially girls – through a focus on quality coaching, increasing access and addressing societal barriers.

To mark the announcement of their partnership, Nike and the LEGO Group have launched a special digital animation to show how sport and creative play will come together and leverage elements from both brands. At the centre of the presentation is a specially-created LEGO minifigure head featuring the Nike ‘swoosh’ as the smile, which is said to symbolise the power of both brands through sport and creativity.

Publishing Data

This article was originally published on page 2 of the September 2024 issue of SATRA Bulletin.

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