A unique, multi-year partnership between Nike, Inc. and the LEGO Group will drive sport and creative play for children around the world. Specifically, this deal will bring Nike’s “Just Do It” with the endless imagination of the LEGO brick in a collection of co-branded products, content, and experiences due for launch in 2022.
This collaboration champions the role of creativity and physical activity in the development of children to their full potential. It seeks to address several concerns from studies that show most children do not play enough or get adequate levels of physical activity, and parents’ fears of inadequate opportunities to indulge in enjoyable activities that are interesting to them.
According to Cal Dowers, Nike VP of Global Kids, the company declared its commitment toward an active and inclusive future for every child: “We are dedicated to making a more accessible and inclusive future that will inspire all kids around the world, no matter what age or ability they might be. Together with the LEGO Group, we’re excited to invite kids all over the world into this new vision of sport and creative play.”
Alero Akuya, VP of Brand Development at the LEGO Group, weighed in on this: “By mixing the creativity of LEGO play with the energy and passion of sport, we wish to inspire new ways for kids to play and be creative.”.
The LEGO Group and Nike release a special digital animation celebrating the relationship, highlighting the synergy between sport and creative play. This collaboration is a significant step in how both companies can inspire and empower the next generation to do so with new and innovative experiences.
