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Building a legacy: Nike and Lego forge a groundbreaking multi-year partnership

Nike and Lego have launched an exciting global partnership that combines two iconic brands, focusing on the transformative power of play in everyday life.

By Amos Caesar Mina

Beginning next year, families around the globe could see a series of co-branded products, content and experiences that combine the imaginative power of LEGO® bricks with Nike’s "Just Do It” spirit to invite all kids into play and sport. Image courtesy Nike
Beginning next year, families around the globe could see a series of co-branded products, content and experiences that combine the imaginative power of LEGO® bricks with Nike’s "Just Do It” spirit to invite all kids into play and sport. Image courtesy Nike /
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Earlier this week, on August 22, two powerhouse brands from opposite markets announced an unprecedented partnership. Sneaker and athletic wear giant Nike and the globally beloved toy brick company, Lego, have joined forces. With their rich history of advocating for children's right to play, both Lego and Nike understand the importance of creative and physical activities in promoting healthy development. These experiences are vital for helping children cultivate essential life skills, enabling them to reach their full potential as they mature. By focusing on the significance of play, both brands are dedicated to fostering environments where kids can thrive.

Scheduled for launch in 2025, families around the globe can anticipate an exciting array of co-branded products, experiences, and content that merge the imaginative potential of LEGO® bricks with Nike's renowned "Just Do It" philosophy.

The Nike x Lego partnership seeks to inspire children everywhere to participate in play and sports.

A study by the LEGO Group highlights that a significant number of children around the world—one in three—only have three hours of playtime each week. This finding is particularly concerning in light of data from the World Health Organization, which states that only 20% of kids receive the necessary physical activity for healthy development. Additionally, a separate survey conducted by the LEGO Group revealed that 59% of parents are anxious about their children's limited playtime and access to engaging activities.

Alero Akuya, VP of Brand Development at the LEGO Group, spoke on the monumental collaboration in an official Nike press release, where he stated:

"At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow... 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. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations."

- Alero Akuya

This new initiative highlights Nike's commitment to fostering an active and inclusive environment that motivates all young people to engage in play and reach their fullest potential. With a strong emphasis on removing obstacles for youth—particularly girls—Nike aims to enhance access to quality coaching and shattering societal glass ceilings. Through this business partnership with LEGO, Nike is launching another exciting avenue for children to explore and grow.

Cal Dowers, Vice President of Global Kids at Nike, elaborated on the goals of this partnership and the vision shared by both companies in the same press release, stating:

"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."

- Cal Dowers

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