Sportswear company Nike and Lego announced a multiyear partnership that will include co-branded products. The multi-year partnership will begin in 2025, aims to create opportunities for children to play and participate in sport. As part of the deal, the agreement could lead to a series of co-branded products, content, and experiences
A video released as part of the announcement shows Lego bricks shaped like orange Nike shoeboxes, a figurine with a swoosh for a smile, a basketball hoop and skateboards. There’s even a winged Pegasus, a nod to a popular Nike running shoe.
“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 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, vice president, global kids, Nike, 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.”
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