Nike and LEGO turns play into purpose with multi-year global partnership

Nike and the LEGO Group are teaming up for a global multi-year partnership launching this summer, combining sport and creativity to inspire kids through immersive experiences and co-branded products.

Merging Nike’s “Just do it” spirit with LEGO’s playful imagination, the collaboration aims to bring active and creative play to life in cities around the world. Kids will be able to participate in interactive activations and get their hands on new LEGO sets, as well as Nike footwear, apparel and accessories designed with LEGO’s distinctive aesthetic.

The campaign’s first major activation takes place at LEGOLAND California Resort from 7 to 11 June, where children and families can visit the Nike and LEGO play arena. The basketball-themed experience will allow visitors to design their own LEGO Minifigure athlete trading card, build mini jerseys, and shoot for three-pointers. The event is included with general admission.

Don't miss: LEGO and Nike celebrate the power of sport and creative play

In Greater China, the partnership will be activated through a mix of community events, in-store displays and experiential installations in cities such as Shanghai and Beijing. Nike will also unveil a multifunctional playground made from recycled shoes in Shanghai this fall. The court is part of Nike’s commitment to build 100 Nike Grind courts across China, with 42 completed so far.

In London, a football-focused experience will take place from 19 to 27 July, coinciding with Europe’s summer football season. Programming will spotlight youth participation, with events created in partnership with nonprofits focused on building girls’ confidence through sport.

Nike employees will also join the movement, with on-campus activities worldwide. At Nike world headquarters in Oregon, staff will be trained as youth sport coaches and will host a play day for children from a local nonprofit on 11 June to mark the proposed International Day of Play, a designation both brands are supporting through the United Nations.

The first LEGO product release under the partnership is the LEGO Nike Dunk set, going on sale 1 July. Designed for fans aged 10 and up, the 1,180-piece set features a buildable sneaker complete with hidden stash compartments, swappable laces and a rotating basketball toy. A unique Minifigure, B’Ball Head, rounds out the box.

Nike’s first products drop on 1 August with the launch of the Air Max Dn x LEGO collection and a matching apparel line. On 1 September, the Nike Dunk Low x LEGO collection will follow, with more releases expected through the year.

Additionally, A’ja Wilson, WNBA athelete and Nike signature will lend her voice to the campaign, supporting digital initiatives that encourage kids to reimagine the world of play. 

“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," said Wilson. 

Federico Begher, SVP, product group, new businesses, 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." 

In tandem, 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." 

Similarly, Vanessa Garcia-Brito, VP 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." 

Its partnership with LEGO follows Nike's recent partnership with SKIMS to introduce NikeSKIMS, a new brand set to redefine women's activewear. Combining Nike's expertise in sports innovation with SKIMS' form-flattering design, the collaboration aims to revolutionise training apparel, footwear, and accessories for female athletes worldwide.

LEGO also recently teamed up with The Pokémon Company International in a new multi-year partnership that will bring LEGO Pokémon to fans for the first time from 2026. 

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