NIKE and LEGO Announce Multi-Year Partnership to Champion Play, Creativity, and Sport

Two of the world’s most iconic brands, NIKE, Inc. and the LEGO Group, have unveiled a groundbreaking multi-year partnership aimed at inspiring kids and families through the fusion of sport and creative play. This collaboration will see the launch of co-branded products, content, and experiences starting next year, designed to unlock new opportunities for children worldwide.

Both NIKE and LEGO have long histories of advocating for children’s right to play, recognizing that both creative and physical activities are essential for healthy development. Their joint initiative is rooted in the belief that fostering creativity and movement helps children build key life skills and reach their full potential.

“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” said Cal Dowers, VP, Global Kids at Nike. “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 recent LEGO Group study highlights the urgency of this mission: one-third of children globally experience less than three hours of playtime per week, while the World Health Organization reports that only one in five kids receives the recommended amount of physical activity. Additionally, 59% of parents surveyed by LEGO worry that their children lack sufficient access to play and fun activities.

The partnership will also feature unique visual storytelling, as seen in a newly released digital animation. At its center is a LEGO Minifigure head with a Nike Swoosh smile, surrounded by symbols from both brands—such as the orange Nike shoebox, waffle outsole, LEGO bricks, and Minifigures—alongside shared icons like the duck (a nod to both LEGO’s first product and Nike’s Oregon roots), the Pegasus horse, and the G.O.A.T., referencing Nike’s legendary athletes.

Nike’s involvement builds on its ongoing efforts to break down barriers for youth participation in sport, particularly for girls, by focusing on quality coaching, increased access, and tackling societal obstacles. The LEGO Group, meanwhile, continues its mission to develop the builders of tomorrow by harnessing the power of play.

“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,” said Alero Akuya, VP of Brand Development at the LEGO Group. “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.”

With this partnership, NIKE and the LEGO Group are set to redefine the boundaries of play and sport, creating inclusive, innovative experiences for the next generation.

More information and updates will be available at nike.com/lego and lego.com/nike as the partnership unfolds.