LEGO Group and Nike announced on Thursday (22) a partnership that promises to unite the creative play of LEGO blocks with the sporting spirit of Nike. The two brands join forces to offer new opportunities that stimulate creativity and the practice of sports among children and families around the world.
A recent LEGO study revealed that many children have limited time to play, and only one in five get enough physical activity, according to the World Health Organization. With this new collaboration, LEGO and Nike aim to change this reality by promoting play as an essential element for children’s growth and well-being.
The partnership, which will be launched next year, promises to bring products, content and experiences that combine the playful universe of LEGO blocks with Nike’s famous “Just Do It” slogan, encouraging children to be more active and creative.
Alero Akuya, VP of Brand Development at LEGO, expressed excitement about the partnership: “We want to inspire new ways of playing that combine creativity with the energy of sport. We’re excited to work with Nike to create experiences that will captivate and spark kids’ imaginations.”
Cal Dowers, Nike’s VP Global Kids, highlighted the brand’s commitment to inclusion and access to sport: “We believe in the power of sport to transform the world, and that starts with kids. We look forward to inviting all children to explore a new vision of sport and creative play.”
