Nike and Lego team up: Multi-year partnership aims to create opportunities for children to play and participate in sport.
US sportswear giant Nike has partnered with toy company Lego in a move the pair say will fuse the worlds of sport and creative play by leveraging ‘iconic elements’ from both brands.
Contract:
- Multi-year partnership, which begins in 2025, aims to create opportunities for children to play and participate in sport
- Agreement could lead to a series of co-branded products, content, and experiences
Context:
The tie-up comes after a recent Lego Group study found that playtime is limited to just three hours a week for a third of children globally, while a separate survey revealed that 59 per cent of parents worry that their kids do not have enough playtime or access to fun activities.
Nike and Lego have both engaged in separate social impact initiatives in the past that have earned them recognition in the Laureus Sport For Good Index, which spotlights brands using their investments in sport to deliver societal or environmental progress. However, this is the first time the pair have worked together to create new opportunities for youngsters.
For its part, Lego previously sponsored the 2022 Uefa Women’s European Championship and released a brick set of Old Trafford as part of a collaboration with Premier League club Manchester United.
Meanwhile, ahead of last year’s Fifa Women’s World Cup, the likes of Megan Rapinoe, Sam Kerr and Yuki Nagasato got their own Lego replicas as part of the company’s Play Unstoppable campaign.
Comment:
“At the Lego Group, we believe in the power of play to inspire and develop the builders of tomorrow,” said Alero Akuya, vice president of brand development at the Lego Group. “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. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.”
Cal Dowers, vice president, global kids, Nike, added: “At Nike, we believe in the power of sport to move the world forward, and that starts with kids. We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together, with the Lego Group, we’re excited to invite all kids into a new vision of sport and creative play.”
Coming next:
Outside of the suggestion that the pair could work together on products, content and experiences, information about the scale of the partnership is scarce. However, more details are expected to be announced closer to 2025.
SOURCE: https://www.sportspromedia.com/news/nike-lego-products-content-experiences-partnership-sport-play/