Nike and LEGO Group Announce Groundbreaking Global Partnership to Inspire Kids with Active and Creative Play

Nike and LEGO Group Announce Groundbreaking Global Partnership to Inspire Kids with Active and Creative Play

(IN BRIEF) Nike and the LEGO Group have launched an exciting global partnership to inspire active and creative play among children. The collaboration will introduce immersive experiences and co-branded products, such as the LEGO® Nike Dunk set and Nike footwear and apparel. With support from WNBA star A’ja Wilson, the initiative aims to engage kids through both sport and play. The partnership will also include events like the Nike and LEGO Play Arena at LEGOLAND California Resort and community activations in key cities worldwide, promoting the importance of play and creativity.

(PRESS RELEASE) BILLUND, 30-May-2025 — /EuropaWire/ — Nike and the LEGO Group have unveiled a pioneering global partnership that combines the world of sports and play, aimed at inspiring kids to engage in both physical and creative activities. The collaboration, which kicks off this summer, will offer immersive experiences and co-branded products that encourage children worldwide to embrace the joys of both sport and imaginative play.

By bringing together the energetic spirit of Nike’s “Just Do It” with the creative power of LEGO bricks, the two brands aim to create a unique experience for kids. In the months ahead, this partnership will offer kids opportunities to engage in hands-on experiences in various cities, while also introducing a collection of exciting products, including LEGO sets and Nike apparel, footwear, and accessories.

Adding to the excitement, three-time WNBA MVP A’ja Wilson will play a significant role in helping engage children through a reimagined world of play. This initiative will be brought to life across digital platforms, with further details to be announced in the coming weeks.

Wilson commented: “Growing up, I loved playing with LEGO bricks, and the creativity that came with it not only helped me in sports but also in school and life. I’m excited to be a part of this partnership with Nike and LEGO, and I believe together we can make a positive impact on kids and adults alike.”

Iconic Products for Young Builders and Athletes

The first product in the collaboration, the LEGO® Nike Dunk set, will be available for pre-order starting on May 29 and officially go on sale on July 1. This 1,180-piece set, designed for LEGO fans aged 10 and up, allows children to build a Nike Dunk sneaker, complete with a rotatable brick basketball toy and the iconic “Dunk” slogan. The set also includes hidden compartments to store small items like championship rings and extra laces for customizable designs. Inspired by the 40-year legacy of the Nike Dunk, this set is a celebration of sneaker culture and LEGO’s creativity, merging the worlds of basketball and building.

Nike’s products, including the Nike Air Max Dn x LEGO® Collection and Nike Dunk Low x LEGO® Collection, will launch in August and September, respectively. These product lines will feature apparel, footwear, and accessories designed with LEGO’s distinct aesthetic, incorporating iconic LEGO design elements like the signature studs and stylized Minifigure characters, all while embracing Nike’s sport culture.

Engaging Play Experiences

Nike and the LEGO Group are committed to providing opportunities for active and creative play around the world. To highlight the importance of play, both companies have supported the United Nations’ initiative to designate June 11 as the International Day of Play.

From June 7 to 11, 2025, the Nike and LEGO Play Arena will be open at LEGOLAND® California Resort. This exciting, basketball-themed experience will allow kids and families to design their own LEGO Minifigure athlete trading cards, build personalized basketball jerseys, and test their skills by shooting for the ultimate 3-pointer. Entry to the Play Arena is included with general admission to LEGOLAND California Resort.

Federico Begher, SVP of Product Group and New Businesses at the LEGO Group, said: “Play has the unique ability to inspire creativity in every child. At LEGO, we believe in the power of play, and we are thrilled to kick off our partnership with Nike, combining the excitement of basketball with the magic of imagination.”

Cal Dowers, VP of Global Kids at Nike, said: “We’re committed to fueling the potential of kids through play. Our partnership with LEGO helps us engage and inspire kids to experience the enjoyment of sport, making it a lifelong pursuit. Together, we are making sport and play accessible to all kids.”

The collaboration between Nike and the LEGO Group will also include other activations, such as football events in London from July 19 to 27, where families can participate in creative play centered around football. In Greater China, Nike will amplify the partnership with co-branded events and in-store activations in cities like Shanghai and Beijing. Later in the fall, Nike will introduce a unique playground made from recycled shoes in Shanghai, part of a broader initiative to create 100 Nike Grind courts across Greater China.

Notes to Editor