The LEGO Group and NIKE, Inc today announced a multi-year partnership that will celebrate creative play and sport, offering new and exciting opportunities for children and families worldwide.
The LEGO Group and NIKE, Inc have long histories of championing kids’ right to play. Both brands know that creative and physical play are essential to children’s development, and help kids reach their full potential as they develop essential life skills through play that allow them to thrive as they grow up.
A recent LEGO Group study revealed that for a third of children globally playtime is limited to just three hours a week and according to the World Health Organization, only 1 in 5 kids gets the physical activity they need to thrive. Today’s announcement reflects the LEGO Group and NIKE, Inc’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower kids around the world.
The partnership activity kicks off next year and could see a series of co-branded products, content, and experiences that combine the imaginative power of LEGO bricks with the “Just Do It” spirit of NIKE, Inc to invite kids into play and sport.
Alero Akuya, VP of brand development at the LEGO Group: “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.”
Cal Dowers, VP, global kids, NIKE, Inc. said: “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.”
The importance of play for kids
For over 90 years, the LEGO Group has inspired generations of children through play and the endless creative possibilities of the LEGO brick. The company knows that play is important for the development and well-being of children and helps them develop skills such as creativity, confidence and resilience.
In a recent survey of 25,500 children and 36,000 parents in 36 countries commissioned by the LEGO Group, almost all children said that play is important for their well-being and 73% stated that they don’t believe grown-ups take play – and how it can help them learn – seriously. 59% of parents also indicated they worry that their children do not have enough playtime or access to fun activities.
NIKE, Inc. is powering the future of youth sport and changing the game to improve sport access and experience for everyone in partnership with community organizations, athletes, experts and employees. The company focuses on providing quality coaching, leading with girls, and addressing societal barriers that keep too many people on the sidelines.
In March 2024, the United Nations adopted a resolution designating June 11 as the International Day of Play. The effort was backed by global partners including the LEGO Group and NIKE, Inc. International Day of Play is an opportunity for NIKE, Inc. and the LEGO Group to inspire kids to engage in creative play and sport and will form an important milestone each year for this new partnership.
To mark today’s announcement, a special digital animation was created to spark the excitement and curiosity of kids, families and adults everywhere. It brings to life how sport and creative play will come together, and leverages iconic elements from both brands, including the iconic orange Nike shoebox, the waffle outsole and Nike Air technologies, and the LEGO brick, Minifigure, goat and stud. At the centre is a specially created LEGO Minifigure head with Nike’s Swoosh as the smile.
