Discover how Nike and LEGO are joining forces in Summer 2025 to ignite creativity and active play among children.
Image: Nike
Summer 2025 marks the beginning of a global collaboration between Nike and the LEGO Group, uniting two brands with a shared mission: to encourage kids everywhere to embrace the power of active and creative play.
Blending Nike’s “Just Do It” ethos with LEGO’s signature creativity, the new multi-year partnership kicks off with a series of immersive experiences and co-branded products. These initiatives are designed to inspire children to move, build, and imagine while fostering lifelong engagement with sport and self-expression.
The partnership launches with engaging, hands-on experiences in cities worldwide, as well as an expansive collection of products including LEGO sets, Nike footwear, apparel, and accessories. A key face of the initiative is three-time WNBA MVP and Nike signature athlete A’ja Wilson, who will help connect with kids through playful, imaginative storytelling across digital platforms.
“I have loved playing with LEGO bricks since I was a kid and know that my creativity and play helped me not only in sports but also at school and in life,” said Wilson.
“I’m thrilled to be part of this partnership with Nike and the LEGO Group and know we can help to make a positive impact with kids and adults alike.”
As part of their joint mission to expand access to play, both Nike and LEGO are backing efforts to establish June 11 as the International Day of Play. Leading up to this date, the brands are unveiling a host of family-friendly activations.
From June 7–11, visitors to LEGOLAND California Resort can experience the Nike and LEGO Play Arena, a basketball-themed event featuring creative challenges and skill-based games.
Attendees can build custom LEGO basketball jerseys, shoot three-pointers, and design personalised LEGO Minifigure athlete trading cards. Admission to the Play Arena is included with general park entry.
This summer, London will host a football-themed activation from July 19–27, aimed at engaging young fans through sport and imagination. Events will include community-led programming and confidence-building workshops for girls, in collaboration with nonprofit organisations.
“Inspiring creativity through play is at the heart of what we do,” said Federico Begher, SVP, Product Group, New Businesses at LEGO. “This partnership with Nike brings together the joy of sport and the magic of imagination in a way that’s truly unique.”
Nike is extending the celebration across its global campuses. At Nike World Headquarters in Oregon, employees will be trained as youth sport coaches in preparation for a special event with local kids on June 11. In Greater China, co-branded community events will be held in Shanghai and Beijing, along with in-store activations at the Shanghai House of Innovation.
Later this year, Nike will unveil a multifunctional playground in Shanghai made entirely from recycled shoes. This is part of Nike’s broader commitment to build 100 Nike Grind courts in Greater China, 42 of which have already been completed, combining sustainability with social impact.
“Nike is powering the future of youth sport,” said Vanessa Garcia-Brito, VP and Chief Impact Officer at NIKE, Inc. “Our goal is to put the fun back into sport and give the next generation opportunities to play, grow, and reach their full potential.”
The product launch begins on July 1 with the LEGO Nike Dunk Set, a 1,180-piece build featuring a brick model of the iconic sneaker. Designed for fans aged 10 and up, the set includes customisable laces, hidden storage compartments, and a basketball-themed Minifigure, B’Ball Head. Additional LEGO sets will be released in September.
On August 1, Nike will debut the Nike Air Max Dn x LEGO Collection, alongside apparel and accessories inspired by LEGO’s design language. The much-anticipated Nike Dunk Low x LEGO Collection will follow on September 1, with more releases planned throughout the fall season.
All products will be available on LEGO.com/nike, in LEGO Stores, via Nike.com, and at select retail partners worldwide.
With this bold partnership, Nike and the LEGO Group are setting the stage for a new era in youth engagement—one where creativity, sport, and community come together to fuel the next generation.
As Cal Dowers, VP, Global Kids at NIKE, Inc., put it: “Activating the full power of Nike — from athletes to our communities — helps us inspire kids to experience the enjoyment of sport as a lifelong pursuit. Our partnership with the LEGO Group reinforces our commitment to inviting all kids to play.”