Nike Announces Lego Partnership to Get More Kids Into Playing and Sport

Nike has announced a new multi-year global partnership with Lego that will launch in 2025 to get more children playing and involved in sport.

Merging Lego bricks with Nike’s “Just Do It” spirit, the initiative will include collaborative product, content and experiences, according to a press release. Both companies have published dedicated pages on their website where those interested can sign up for updates ahead of the launch next year.

“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” Cal Dowers, Nike Global Kids vice president, said. “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.”

A study from Lego revealed a third of children globally are limited to just three hours of playtime a week, while 59 percent of parents in a separate survey reported concern that their children don’t have enough playtime or access to fun activities. The press release also points to findings from the World Health Organization that say only one in five children get the physical activity they need.

Lego vice president of Brand Development Alero Akuya added: “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.”

An animated video released alongside the announcement features a collage of iconography from both parties, including a Lego head, the Air Max Dn and soccer cleats. The profile photos for Lego and Nike on Twitter/X and Instagram have been changed to a Lego head with a Swoosh mouth.

Lego was previously in a partnership with Adidas that began in 2020 saw the release of several collaborative sneakers, as well as Lego sets, over the next few years.

Sneakerheads have long taken to making their favorite Nike and Air Jordan kicks out of Legos — or, more recently, producing imaginative kits through artificial intelligence.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.