Today, the LEGO Group and Nike, Inc. announced a new multiyear partnership aiming to elevate the power of creative play and sport. Kicking off next year, we can probably to see a series of co-branded products combining the imaginative power of LEGO and the ‘Just Do It’ Spirit of the Nike brand

At this point, the exact results of the collaboration remain to be seen: Will we see some new LEGO shoes now that the Adidas partnership has kicked in? Will there be Nike sports-branded sets reminiscent of those from the early 00s? Will it be LEGO co-branded clothing with a LEGO GOAT on the front? (Greatest Of All Time)? Or will it be more like the last time NIKE collaborated with the LEGO Group back in 2002-2003? More on that later…

While little specific detail is available as to the nature of the collaboration, beyond seeking to combine the Play experiences of LEGO with the Sporting experiences brought about by NIKE, we have, however, seen a short promotional video, combining LEGO Bricks, ducks horses and GOATs with a variety of NIKE Branded sports iconography.

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.

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.”

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. I am intrigued with the goat and find myself wondering just how it might become incorporated in the range. Printed on Apparel? Sitting in the crowd at a sports game? Or something different?

Not the first NIKE – LEGO collaboration.

This is not the first time that LEGO and NIKE have teamed up, but the last time was probably around 2002-2003 when they produced a series of Bionicle themed tennis shoes, with removable masks. (Thanks, Ben Cossy, for the most excellent video.)

Should I be concerned that the term “swoosh” – traditionally used by LEGO Fans to describe the way in which a helicopter or spaceship might be waved through the air to simulate flight, is also used to by Nike to describe their logo that has been in use for years. Will I get a cease and desist and desist order for my swoosh testing videos featuring spaceships and other flying craft? I suspect trademark law is not quite so stringent when looking at a verb versus the visual representation of something different. Here’s hoping!

What do you hope to see roll out from Nike and LEGO? Apparel? Sets for Kids? A matching Air Jordan to go with your LEGO Adidas Superstar? We have at least four and a half months in which to speculate. Leave your thoughts in the comments below.

For more information visit www.lego.com/nike or www.nike.com/lego.

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Until Next Time,

Play Well!