Lego and Nike announce partnership to champion kids’ play and creativity

Global – Lego and Nike have unveiled a ground-breaking multi-year partnership aimed at combining sport and creative play for kids worldwide. Announced on 22 August 2024, the collaboration promises a series of co-branded products, content and experiences set to be launched in 2025. While fans might hope for Lego-built Air Jordans, the focus is on inspiring children through innovative, play-centred projects.

‘Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations,’ said Alero Akuya, Lego vice-president of brand development. Cal Dowers, vice-president of global kids at Nike, said he believes ‘in the power of sport to move the world forward, and that starts with kids’.

This initiative highlights both brands’ commitment to fostering creativity, fun and physical activity, empowering the next generation to reach their full potential. In Pliable Playscapes, we forecast the rise of an energetic and assertive visual language reflecting Gen Zalpha’s can-do attitude and capacity to dream.

For more insights on how to reach Gen Alpha consumers, head to our Alphas Now and Next: From the Sandbox to Roblox macrotrend report.