Nike and the LEGO Group today announced that their global multi-year partnership is set to kick off this summer with a series of immersive experiences and co-branded products designed to inspire kids everywhere to embrace the joy of active and creative play.
The partnership brings together the “Just Do It” spirit of Nike with the imaginative power of LEGO bricks to invite all kids to engage in sport and play. Over the upcoming months, kids can enjoy the opportunity to engage in immersive experiences across different cities around the world, as well as a full collection of products, including LEGO sets and Nike footwear, apparel, and accessories.
In addition, three-time WNBA MVP A’ja Wilson will support the partnership by helping to engage kids through a reimagined world of play that will come to life across digital channels. More information on this will be announced in the upcoming weeks.
Wilson said: “I have loved playing with LEGO bricks since I was a kid and know that my creativity and play helped me not only in sports but also at school and in life. I’m thrilled to be part of this partnership with Nike and the LEGO Group and know we can help to make a positive impact with kids and adults alike.”
WINNING PRODUCTS FOR KIDS
The first LEGO product goes on sale on July 1, with the #43008 LEGO Nike Dunk set. This 1180-piece set, for LEGO fans aged 10 and up, features a Nike Dunk, rotatable brick basketball toy, and iconic “Dunk” slogan that sports fans can build, rebuild, and display. Hidden within the Nike Dunk model are stash compartments to safely store championship rings or other essentials, as well as extra laces for custom color swap-outs. Inspired by the iconic sneaker, first born and worn over 40 years ago, this set is a celebration of sneaker culture and LEGO creativity that blends the worlds of building and basketball. The set also comes with a unique basketball minifigure – B’Ball Head. Additional LEGO sets will go on sale in September, with more information to be released this summer.
The first Nike products will go on sale starting on August 1st, beginning with the Nike Air Max Dn x LEGO Collection as well as a line of apparel and accessories, followed on September 1 by the Nike Dunk Low x LEGO Collection and more, all celebrating the lifestyle of sport and play. The design of these products was inspired by the unique LEGO design aesthetic, from the iconic stud to the stylized LEGO minifigure, combined with the power of sport culture and DNA that Nike brings. Additional Nike footwear and apparel will be unveiled through the fall. More information will be released at a later date.
EXPERIENCES ROOTED IN ACTIVE AND CREATIVE PLAY
Both brands are committed to enabling access to active and creative play for communities around the world and have backed efforts for the United Nations to designate June 11 as the International Day of Play.
Over the coming months, Nike and the LEGO Group will bring play and fun to communities with unforgettable, experiential activations. From the 7th to the 11th of June, the Nike and LEGO Play Arena will be open to the public at LEGOLAND California Resort. At this basketball-themed experience, children and families can design their own LEGO minifigure athlete trading card, showcase their creative spirit by building their very own mini basketball jersey, and test their skills by shooting for the ultimate 3-pointer. Access to the Play Arena is included with general admission at LEGOLAND California Resort.
Federico Begher, SVP, Product Group, New Businesses at the LEGO Group said: “Play has the incredible ability to inspire and spark creativity in every child, and at the LEGO Group, we truly believe in that power. We’re excited to kick off the first chapter of our partnership with Nike, blending the joy of basketball with the magic of imagination”.
Cal Dowers, VP, Global Kids, NIKE, Inc., said: “At Nike, we are dedicated to fueling the potential of kids through play. Activating the full power of Nike – from athletes to our communities – helps us engage and inspire kids to experience the enjoyment of sport as a lifelong pursuit. Our partnership with the LEGO Group reinforces our commitment to inviting all kids to play.”
Against the backdrop of summer football in Europe, from July 19th to 27th, fans are invited to take part in a creative world of play at Nike’s and the LEGO Group’s football activation in London. Families will be able to see and participate in programming geared toward kids that center on and celebrate football, with energy days in partnership with nonprofit organizations that will focus on building girls’ confidence.
In Greater China, Nike will amplify the energy of the partnership across Shanghai, Beijing, and other key cities with several co-branded community events and in-store displays and activations at the Shanghai House of Innovation. In the fall, Nike will unveil a multi-functional playground made of recycled shoes in Shanghai. Igniting active play in kids, the court is part of a commitment Nike made to build 100 Nike Grind courts across Greater China, with 42 already built as of this year, creating tangible social impact while helping ensure the future of the planet and sport. More information on this event will be released at a later date.
Vanessa Garcia-Brito, Vice President and Chief Impact Officer, NIKE, Inc., said: “Nike is powering the future of youth sport — with the vision of an active, inclusive world that inspires all youth to play and achieve their greatest potential. Through coaching, we can put the fun back into sport and welcome all youth to participate. Our goal is to give the next generation an opportunity to enjoy a lifetime of sport and movement and help make their dreams real.”
The rollout of Nike and LEGO co-branded products, athlete content, and immersive experiences will be supported across Nike and the LEGO Group’s channels and will feature through-the-line marketing support.
The LEGO Nike Dunk set is available for pre-order from today, May 29th, at the Online LEGO Shop, priced at €99.99 / $99.99 / £89.99. Products will also be available via Nike channels, including in select Nike stores across the globe and via Nike.com.
The Nike Dunk Low x LEGO Collection and Nike Air Max Dn x LEGO Collection will be available across Nike channels, including Nike.com and select retail partners. For more information visit LEGO.com/Nike.
What do you think? How do you like the new LEGO Nike set? Feel free to share our thoughts and discuss in the comment section below!
And you might also like ot check out the following related posts:
