NIKE X LEgO

Forget fairytales - This story starts in a boardroom. Two global brands. Zero chill. Big ambition.

The problem was uncomfortable: kids are drifting from sport. They’re drifting from creative play. And once they leave, they rarely come back. So Nike and The LEGO Group aligned around one shared mission: Put the play back in sport. This was never about a logo swap or a limited drop. It became a creative platform designed to reconnect kids with movement, imagination and competitive joy.

We built a distinctive visual world and tone of voice with I Love Dust and Mox London — bold, energetic and impossible to ignore. But identity was just the surface. The real shift came in how we designed the experiences.

From launch films and product storytelling to creator content, digital gaming layers and the flagship Play Arena at LEGOLAND California, every touchpoint reinforced the same belief: Play, fun and creativity aren’t separate from sport. It’s what makes it irresistible.

Inside the Nike x LEGO Play Arenas, active play collided with creative play. Families didn’t just run, jump and compete — they reimagined the game. We reconfigured the challenges - they reshaped the game. Sport became something you could build, not just watch.

Huge respect to Paulo Martins for your relentless craft, and Matt Fee for playing ball and bouncing words 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