Billund, Denmark and Beaverton, U.S., 22nd August 2024 – 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.
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.
For more information visit www.lego.com/nike or www.nike.com/lego.
