The Lego Group has forged another partnership, this time with Nike in a global multi-year deal to offer immersive experiences and co-branded products. This will include both a collection of Nike-inspired Lego sets as well as Nike footwear, apparal, and accessories that celebrate the collaboration.
As part of the partnership, three-time WNBA MVP A’ja Wilson will help engage kids across digital channels. More information on this will be announced in the upcoming weeks.
“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,” says 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.”
The first Lego product, the Lego Nike Dunk set, goes on sale on July 1. This 1,180-piece set is designed for fans aged 10 and up and features a Nike Dunk, rotatable brick basketball toy, and iconic “Dunk” slogan that sports fans can build, rebuild, and display. Hidden within the Nike Dunk model are stash compartments to safely store championship rings or other essentials, as well as extra laces for custom colour swap-outs.
Inspired by the iconic sneaker, first born and worn over 40 years ago, this set is a celebration of sneaker culture and Lego creativity. The set also comes with a unique basketball minifigure – B’Ball Head. It will be available in Canada for $130. Additional Lego sets will go on sale in September, with more information to be released this summer.
Meanwhile, the first Nike products will go on sale starting on August 1 beginning with the Nike Air Max Dn x Lego Collection as well as a line of apparel and accessories, followed on September 1 by the Nike Dunk Low x Lego Collection and more.
The design of these products was inspired by the unique Lego design aesthetic, from the iconic stud to the stylized Lego Minifigure. Additional Nike footwear and apparel will be unveiled through the fall.
Over the coming months Nike and the Lego Group will bring play and fun to communities with experiential activations. From June 7-11, 2025, the Nike and Lego Play Arena will be open to the public at LEGOLAND California Resort. At this basketball-themed experience children and families can design their own Lego Minifigure athlete trading card, showcase their creative spirit by building their own mini basketball jersey, and test their skills by shooting a three-pointer. Access to the Play Arena is included with general admission at LEGOLAND California Resort.
“Play has the incredible ability to inspire and spark creativity in every child, and at the Lego Group, we truly believe in that power,” says Federico Begher, Senior Vice President, Product Group, New Businesses at the Lego Group. “We’re excited to kick off the first chapter of our partnership with Nike, blending the joy of basketball with the magic of imagination.”
“At Nike, we are dedicated to fueling the potential of kids through play,” adds Cal Dowers, Vice President, Global Kids, NIKE, Inc. “Activating the full power of Nike, from athletes to our communities, helps us engage and 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.”
Against the backdrop of summer football in Europe, from July 19-27, fans are invited to take part in a creative world of play at Nike’s and the Lego Group’s football activation in London. Families will be able to see and participate in programming geared toward kids that centre on and celebrate football, with energy days in partnership with nonprofit organizations that will focus on building girls’ confidence.
In Greater China, Nike will be present in Shanghai, Beijing, and other key cities with a number of co-branded community events and in-store displays and activations at the Shanghai House of Innovation. In the fall, Nike will unveil a multi-functional playground made of recycled shoes in Shanghai. Igniting active play in kids, the court is part of a commitment Nike made to build 100 Nike Grind courts across Greater China, with 42 already built as of this year, creating tangible social impact while helping ensure the future of the planet and sport.