New: Nike x LEGO enters into a multi-year partnership

Didn’t see this one coming.

Nike and LEGO. Who would’ve thunk it?

It’s been well-publicized that LEGO previously partnered with adidas over the last few years, but beginning 2025, we’ll see LEGO shift to the Swoosh. This new partnership will celebrate sport and creative play, creating new and exciting opportunities for kids and families worldwide.

With both brands championing kids’ right to play, it just made sense to partner up, especially with both brands’ understanding that creative and physical outlets are critical to children’s development.

The partnership is expected to showcase a series of co-branded products, content and experiences that combine the imaginitive power of LEGO bricks with Nike’s “Just Do It” spirit to invite all kids into play and sport.

“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.”

LEGO had a study recently that revealed that for a third of children globally, playtime is limited to just three hours a week, and according to WHO, only 1 in 5 kids gets the physical activity they need to thrive. The partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower kids 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, 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.” 

We can’t wait to see how both brands unlock each other in a way we’ve never seen before. The Nike x LEGO partnership begins in 2025.