By Allison Watkinson
TLL Reporter
Nike and the Lego Group are launching their previously announced multi-year partnership with a series of co-branded products and experiences.
Over the coming months, the global partnership will offer a wide selection of live events, promotions, philanthropic initiatives and licensed products.
“At Nike, we are dedicated to fueling the potential of kids through play,” said Nike VP, Cal Dowers. “Activating the full power of Nike — from athletes to our communities — helps us engage and inspire kids to experience the enjoyment of sport as a lifelong pursuit,” added Dowers. “Our partnership with the Lego Group reinforces our commitment to inviting all kids to play.”
The co-branded products will include Lego-themed footwear, apparel and accessories from Nike, as well as Lego playsets and toys inspired by the sports brand.
Based on the Nike Dunk sneaker, the first Lego playset features a rotatable brick basketball toy, a B’Ball Head mini-figure, a recreation of the classic sneaker and its official slogan.
Debuting on July 1, the Lego Nike Dunk build set includes 1180 pieces, extra sneakers laces and hidden compartments within the Nike Dunk model.
Additional Lego sets are scheduled to hit retail in September.
The first line of Nike products will include a selection of co-branded apparel and accessories, as well as a new Nike x Lego Air Max Dn footwear collection.
These products will be available for purchase on August 1, followed by a Nike Dunk Low x Lego collection at the beginning of September.
Additional Nike footwear and apparel will be unveiled throughout the fall season.
From June 7 to 11, the Legoland California Resort is hosting a basketball-themed experience called the Nike and Lego Play Arena.
Available to all attendees of the Resort, the co-branded Play Arena allows visitors to design their own Lego Minifigure trading card and test their basketball skills by shooting hoops.
“Play has the incredible ability to inspire and spark creativity in every child, and at the Lego Group, we truly believe in that power,” said Lego Group SVP, Federico Begher. “We’re excited to kick off the first chapter of our partnership with Nike, blending the joy of basketball with the magic of imagination.”
In London, the two companies are launching a football-themed activation that will bring creative sports programming and immersive activities for kids.
Running from July 19 to 27, the Nike and Lego Group activation in London will hold several events that focus on building self-confidence for young girls in partnership with local non-profit organizations.
For Greater China, Nike will host a number of co-branded community events, experiential activations and in-store displays across key cities like Shanghai and Beijing.
This will include activations at the Shanghai House of Innovation, as well as further developments in the company’s ongoing commitment to build 100 Nike Grind courts throughout the region.
As part of this initiative, the company is unveiling a new multi-functional playground in Shanghai this fall that is made of recycled Nike shoes.
In addition, the company’s employees around the world will be able to participate in the partnership through on-campus company events.
At the Nike World Headquarters in Beaverton, employees will receive training on how to become youth sports coaches and then use their skills to host childen’s activities as part of the International Day of Play on June 11.
“Nike is powering the future of youth sport — with the vision of an active, inclusive world that inspires all youth to play and achieve their greatest potential,” said Nike VP, Vanessa Garcia-Brito. “Through coaching, we can put the fun back into sport and welcome all youth to participate. Our goal is to give the next generation an opportunity to enjoy a lifetime of sport and movement and help make their dreams real.”
As an added promotion, the WNBA player and Nike signature athlete A’ja Wilson will support the partnership with new content across the company’s digital channels.
“I have loved playing with Lego bricks since I was a kid and know that my creativity and play helped me not only in sports but also at school and in life,” said Wilson. “I’m thrilled to be part of this partnership with Nike and the Lego Group and know we can help to make a positive impact with kids and adults alike.”
The Lego Group and Nike are using the recently-created International Day of Play event on June 11 as a milestone event to support these co-branded products, content and play experiences.
The development of the International Day of Play was createdby the UN, with backing from its global network of partners like the Lego Group, Nike, Kidzania, Mattel, Eurochild, Sesame Workshop, Save the Children, Ingka and more.
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