Nike and Lego team up on creative play experiences and products

Global – Nike and the Lego Group have launched a global partnership to inspire kids through active and creative play, combining sport and imagination. This summer marks the debut of co-branded products, including Nike kids’ footwear and apparel alongside Lego sets such as the Lego Nike Dunk, available from 1 July 2025. 

The collaboration aims to encourage youth participation in sport and play, highlighted by immersive events such as the Nike and Lego Play Arena at Legoland California Resort and a football-themed activation in London. Nike athlete A’ja Wilson, a three-time Women’s National Basketball Association’s Most Valuable Player, joins the partnership, emphasising play’s role in creativity and development: ‘My creativity and play helped me not only in sports but also at school and in life.’ 

Both brands support the UN’s International Day of Play and will host community activations worldwide. Nike will also launch playgrounds made from recycled shoes in Greater China, promoting sustainability and active lifestyles. 

Vanessa Garcia-Brito, Nike’s chief impact officer, said: ‘Our goal is to give the next generation an opportunity to enjoy a lifetime of sport and movement and help make their dreams real.’

This collaboration exemplifies our Game-Changers: The Future of Sports Fandom macrotrend, which explores how young audiences increasingly seek interactive, participatory experiences that allow them to engage with and create sports content in physical and digital environments.