NIKE and LEGO are proud to announce a multi-year partnership that will promote sports and creative play and provide new and exciting leisure opportunities for children and families worldwide.

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Both brands have long championed children's right to play and know that creative and physical activity are critical to children's development. They help children reach their full potential by promoting important life skills that enable them to develop as they grow up.

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Starting next year, families around the world will have a range of co-branded products, content and experiences that combine the imagination of LEGO bricks with Nike's “Just Do It” spirit to invite all kids to play and exercise.

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(the following two Nike LEGO sets are AI Creations, as there is no further image material for this message)

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

A recent study by the LEGO Group has shown that a third of children worldwide only have three hours a week to play. According to the World Health Organization, only one in five children receives the physical exercise activity they need to develop well. In addition, 59% of parents who took part in a separate LEGO Group survey said they were worried that their children didn't have enough time to play or access leisure activities.

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This initiative is Nike's latest commitment to an active, inclusive world that inspires all youth to play and reach their full potential. Nike is focused on reducing barriers for youth, particularly girls, by focusing on high-quality coaching, increasing access, and removing societal barriers. And now Nike and LEGO are teaming up to create new opportunities for kids.

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The partnership reflects the joint commitment of Nike and the LEGO Group to bring creativity, fun, sport, and imagination back into play and inspire, motivate and empower children around the world.

“At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” says Alero Akuya, vice president of brand development at the LEGO Group. “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.”

To announce their partnership, Nike and the LEGO Group created a special digital animation to spark the enthusiasm and curiosity of children, families and adults around the world. It shows how sport and creative play come together and draws on legendary design elements from both brands.

The focus is on a custom-made LEGO figure head with the Nike Swoosh as a smile, symbolizing the unique power of both brands through sport and creativity. He is surrounded by sports references and individual symbols and items from both brands, such as the orange Nike shoe box, the waffle sole and Nike Air technologies as well as the LEGO bricks, figures, the castle and studs. There are also well-known icons such as the duck, the LEGO Group's first product and a symbol of Oregon, the birthplace of Nike, the Pegasus horse, a reference to a legendary Nike model, and the LEGO bricks, Minifigure, castle and studs. Also included are shared icons such as the duck, the LEGO Group’s first product and a symbol synonymous with Oregon, Nike’s birthplace; the Pegasus horse, a reference to an iconic Nike footwear innovation; and of course the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio.

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Photos via Nike, day1lifestyle, tomyoo23