Nike & LEGO Group Partner To Manufacture Co-Branded Products

Nike and the Lego Group are partnering to unleash the power of sport and play through a series of planned co-branded products, content and experiences. 

The multi-year partnership will bring LEGO® bricks and Nike’s "Just Do It” spirit together, championing kids’ right to play and creating vital creative and physical outlets for childhood development. 

By manufacturing beloved toys and supportive shoes, LEGO and Nike play a significant role in childhoods worldwide. 

Their products are a catalyst for greater physical activity, skills building, creative play and time spent outdoors. 

While many children get to spend leisure time with LEGO, or run around in Nike trainers, not all get to access those experiences.

There's an epidemic of children who are deprived of one of the most essential developmental experiences- play. 

A recent LEGO Group study highlighted that playtime is limited to just three hours a week for a third of children globally.

A study by the World Health Organisation also revealed that only one in five kids gets their recommended daily amount of physical activity. 

On top of all this, a separate LEGO Group survey of parents found that 59% were anxious that their children lacked adequate playtime and access to fun activities. 

By partnering up, Nike and Lego are uniting their resources and strategies to create even more opportunities for children to experience joy and play. 

"At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” says Alero Akuya, VP 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.

This news comes after the LEGO Group's expansion, with new US facilities in Monterrey and Virginia.

This expansion is being driven by the manufacturer's growing supply chain, which is expanding even further due to its partnership with Nike. 

Nike's investment in the partnership comes after creating a series of initiatives to break down barriers for youth, with a focus on the disadvantages faced by girls. 

Back in 2021, the company had a campaign and initiative focused around the right for girls worldwide to access public spaces and play. 

Through this campaign Nike directly reached nearly 600,000 kids around the world, 55% of whom were girls.

The company also shared its tools and best practices with more than 24,000 coaches, training nearly 6,400 in delivering inclusive and fun experiences to all kids.

Through decreasing social barriers, increasing access and providing high-quality coaching, Nike sought to create new opportunities- in the same way it's doing now in regards to exercise, fun and play. 

Nike and the LEGO Group have commemorated their partnership with a special digital animation, that plays homage to their most iconic branding elements, from the LEGO studs to the Orange Nike Shoebox. 

The video's focus is a specially created LEGO Minifigure head with a Nike Swoosh smile, a playful incorporation of both brands that symbolises their shared commitment to creating joyful experiences.

At the centre is a specially created LEGO Minifigure head with the Nike Swoosh as the smile, symbolising the unique power of both brands through sport and creativity.

Soon both companies will manufacture co-branded products, bringing together a passion for creativity with innovative digital technologies. 

"We are excited to partner with NIKE, Inc. on this journey and help reimagine how creative play and sport can unite," adds Alero. 

"Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.” 

****** 

Make sure you check out the latest edition of Manufacturing Digital and also sign up to our global conference series - Procurement & Supply Chain 2024 & Sustainability LIVE 2024
******
Manufacturing Digital is a BizClik brand.