In what is shaping up to be one of the most unexpected collaborations of 2024, American sportswear label Nike and Danish toy brand LEGO have just inked a multi-year partnership deal. With the intent of bridging the realms of creative play and sports, the two companies have teamed up to create “a more accessible and inclusive future that inspires kids of all ages and abilities to be more active,” according to a recent statement from Cal Dowers, VP of Global Kids at Nike.
Starting early next year, the two corporations will join forces through a series of co-branded products, content, and experiences that reflect their respective ethos. To celebrate the start of their alliance, Nike and LEGO have released a special digital animation featuring a tailor-made LEGO Minifigure head with Nike’s legendary Swoosh as the smile, which we hope will be available on shelves once the joint venture officially materializes.
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“At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” says Alero Akuya, VP 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,” he added.
As it turns out, this collaboration is more than just a corporate handshake. Back in March 2024, the United Nations (UN) officially declared June 11 as the International Day of Play, with LEGO and Nike as key supporters of the newly passed resolution. And as the countdown to June 11, 2025, begins, all eyes will be on how LEGO and Nike will bring this, and their, initiative to life.
With no official launch dates yet or details on how the partnership will unfold, make sure to stay tuned for more updates.
