The initiative addresses children’s limited play time and physical activity, as well as parents’ concerns about access to exciting activities.

Nike, Inc. and the LEGO Group have announced a multi-year partnership aimed at promoting sport and creative play among kids worldwide. The collaboration will combine Nike’s “Just Do It” ethos with the imaginative world of LEGO bricks and offer a range of co-branded products, content and experiences starting next year.

This partnership recognises the importance of creativity and physical activity in helping children reach their full potential. The initiative aims to address concerns highlighted by recent studies showing that a significant number of children do not have enough play time and physical activity, as well as parental concerns that they lack access to fun and engaging activities.

Cal Dowers, Vice President of Global Kids at Nike, expressed the company’s commitment to creating an inclusive and active future for all children, saying: “We are committed to creating a more accessible and inclusive future that inspires children of all ages and abilities to be more active. Together with the LEGO Group, we look forward to inviting all children to a new vision of sport and creative play.”

Alero Akuya, Vice President of Brand Development at the LEGO Group, echoed this sentiment, stressing the importance of play in developing the builders of tomorrow. “By combining the creativity of LEGO play with the energy and passion of sport, we want to inspire children to find new ways to play and be creative,” said Akuya.

To celebrate the partnership, Nike and the LEGO Group have released a special digital animation showcasing the synergy between sport and creative play, incorporating iconic elements from both brands. This collaboration is an important step in both companies’ efforts to inspire and empower the next generation through innovative and engaging experiences.