The Lego Group has just announced a new multi-year partnership with sport equipment giant Nike that will "celebrate sport and creative play". — Photo: Screenshot from Lego.com
Who says toy bricks and sports don't mix? The Lego Group has just announced a new multi-year partnership with sport equipment giant Nike that will "celebrate sport and creative play, creating new and exciting opportunities for kids and families worldwide".
According to a press statement by both companies, the partnership, which begins next year, will see a series of "co-branded products, content and experiences that combine the imaginative power of Lego bricks with Nike’s 'Just Do It' spirit to invite all kids into play and sport".
The statement also says that 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 in the press release.
“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 on this journey and help reimagine how creative play and sport can unite."
“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” added Cal Dowers, VP, Global Kids for Nike.
To mark the announcement, Nike and the Lego Group released a special digital animation that brings to life how sport and creative play will come together. It leverages iconic elements from both brands, from a specially created LEGO minifigure head with the Nike 'Swoosh' logo as the smile, as well as sport references and individual icons from both brands, such as the orange Nike shoebox; the waffle outsole and Nike Air technologies; and the LEGO brick, mini figure, castle and studs.
This is not the first time that Lego has dipped its toes into the sports arena, of course. It has released sports-themed products before, from replicas of famous football stadiums to minifigures and 'Brickheads' of famous footballers, as well as some older basketball and football-themed sets in the past.
This partnership with Nike, however, looks as though it will go beyond just creating Lego sets based on established licenses and franchises. I guess we'll have to wait until 2025 to see just what these two companies have in store for both Lego AND sports fans.
