NIKE X LEgO PARTNERSHIP

Forget fairytales. This story starts in a boardroom where two titans with excellent work benefits and absolutely no chill sat twelve feet apart, plotting to save the future of sport and play. The problem: Kids are leaving sport and creative play, and never looking back. So Nike and The LEGO Group teamed up for a combined mission - ‘To put the play back in sport’.

This is more than just a product collab - from inspiration to activations we’ve been creating work that will ignite the passion of kids thru sport & creative play. I have been responsible for establishing a creative platform to build on for the next 4 years. Working with I Love Dust and Mox London to create a distinctive and unmissable visual identity and TOV. And putting all of the above into launch tactics, product films and stills, creator content, digital gaming and an amazing experiential ‘Nike X LEGO Play Arena’ opening in LEGOLAND California.
There’s so much to share, and this is just the beginning.

Shoutouts to Paulo Martins (art direction) for his relentless craft and to Matt Fee (writer) for playing ball at all hours.

Available to view at LEGO.com https://www.lego.com/en-gb/themes/nike/about
And Nike.com https://www.nike.com/gb/lego