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BRAND COLLABORATIONS
Iconic Nike and Lego brands launch a multi-year global partnership
By our African Marketing Confederation News Team | 2025
The collaboration launches this month and aims to bring active and creative play to life through product releases and brand activations.
Sports brand Nike and toy company Lego are teaming up for a global multi-year partnership combining sport and creativity. The aim, they say, is to inspire children 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,” the two companies say in a press release.
“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.”
Photo: Nike and Lego
The strategy is timed to coincide with the onset of spring and summer in the Northern Hemisphere, with the first activation of the partnership taking place from 7-11 June at Legoland California Resort in the US.
A basketball-themed experience will allow visitors to design their own Lego Minifigure athlete trading card, build mini jerseys, and shoot for basketball points.
In 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 multi-functional playground made from recycled shoes in Shanghai. 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 non-profits 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 in the US, 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 Nike Dunk set, going on sale from July. Designed for fans aged 10 and up, the 1,180-piece set features a buildable sports shoe with hidden compartments, swappable laces and a rotating basketball toy.
Nike’s first products in the collaboration launch on 1 August 2025, when the brand unveils the Air Max Dn sports shoe Lego collection, with a matching apparel line.
“We’re excited to kick off the first chapter of our partnership with Nike, blending the joy of basketball with the magic of imagination,” says Lego executive, Federico Begher.
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