In a move that promises to celebrate creative play and sport, the LEGO Group and NIKE, Inc. have announced a multi-year partnership. The collaboration is set to offer new opportunities for children and families worldwide, with activities commencing next year.

The partnership may see the creation of co-branded products, content, and experiences that blend elements from both LEGO and NIKE. including the 'just do it' spirit and LEGO Bricks.

A recent study by the LEGO Group indicated that 59% of parents are concerned that their children do not have enough playtime or access to fun activities. Both brands have a history of advocating for children’s right to play and have supported efforts for the United Nations to adopt a resolution designating June 11 as the International Day of Play. A LEGO Group study revealed for a third of children globally, playtime is limited to just three hours a week. According to the World Health Organization, only 1 in 5 kids gets the physical activity they need to thrive.

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

Echoing this sentiment, Cal Dowers, VP, Global Kids, NIKE, Inc., stated, “At Nike, we believe in the power of sport to move the world forward, and that starts with 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.”

The announcement of the partnership was marked with a special digital animation featuring iconic elements from both brands (pictured).

The LEGO Group, founded in Billund, Denmark in 1932, now sells its products in more than 120 countries worldwide. NIKE, based near Beaverton, Oregon, is a leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories.