Nike and LEGO, two of the most iconic brands globally recognized for their innovation and creativity, have announced a significant, multi-year partnership aimed at empowering and inspiring children worldwide. This collaboration will merge LEGO’s imaginative play with Nike’s “Just Do It” philosophy to promote creativity and physical activity among kids. This partnership reflects the shared values of both brands, emphasizing the importance of play in children’s development.
The Vision: Merging Play with Sport
The core vision behind this partnership is to inspire children to explore their creativity while staying active through sports. Nike and LEGO aim to break down barriers to play, offering children innovative products, content, and experiences. The focus is on fostering creativity, encouraging movement, and developing life skills, which will help children grow into well-rounded individuals.
Nike’s Global Kids VP, Cal Dowers, emphasized the importance of making sport more inclusive and accessible for all kids, stating that the collaboration with LEGO will help expand this vision to include creative play as a crucial aspect of child development. LEGO’s Brand Development VP, Alero Akuya, echoed this sentiment, highlighting the potential for creative play and sport to unite and inspire children.
Addressing Global Challenges: Play and Physical Activity
Recent studies by the LEGO Group indicate that a third of children globally get only three hours of playtime per week. Furthermore, according to the World Health Organization, only one in five kids engages in sufficient physical activity. The Nike-LEGO partnership aims to address these alarming statistics by creating opportunities for kids to be more active and creative.
This initiative will not only focus on offering co-branded products but also on addressing societal barriers to sports, particularly for underrepresented groups such as youth and girls. The collaboration will be instrumental in ensuring that every child, regardless of background or ability, has access to opportunities that encourage both play and physical activity.
Looking Ahead: New Experiences and Products
Nike and LEGO have already begun teasing their upcoming products and experiences with a digital animation symbolizing the fusion of sport and creativity. As the partnership develops, families can expect a wide range of innovative offerings that inspire kids to engage in creative play while promoting an active lifestyle. These products are anticipated to hit the market next year (2025), with more surprises planned as the partnership unfolds.
Through their shared commitment to empowering children through sport and creativity, Nike and LEGO are poised to inspire the next generation of athletes and creators.
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