Sportswear giant Nike and the LEGO Group are introducing a global partnership focused on active engagement and hands-on creativity. The two brands are launching new products and experiences for Summer 2025 that bring together physical activity, design, and imaginative play, with the goal of expanding access to sport and self-expression for children worldwide.
The collaboration reflects a shared mission: Nike’s effort to energize the future of youth sport and LEGO’s drive to support creative exploration through building. Together, they’re introducing events, digital content, and consumer products that center on participation, play, and physical movement.
Hands-On Events and Public Activations
The joint initiative kicks off in early June at LEGOLAND® California Resort, where Nike and LEGO will open a Play Arena from June 7 to 11. Built around basketball, the activation invites families to participate in a variety of interactive stations. Kids can build their own mini basketball jerseys, shoot hoops, and create customized LEGO Minifigure athlete trading cards. The experience is included with general park admission.
Later in July, London will host a football-themed installation from July 19 to 27. The program includes activations centered on youth participation, with special attention to confidence-building activities for girls. This event is being held in collaboration with local nonprofit partners.
Beyond individual events, both brands are advocating for a larger cultural shift. They’ve supported the United Nations’ call to recognize June 11 as the International Day of Play, a proposed designation that reflects the importance of active and creative engagement in childhood development.
A’ja Wilson and Global Youth Engagement
To reinforce the message, Nike signature athlete A’ja Wilson will serve as a global ambassador for the collaboration. Her involvement includes both online and real-world activations aimed at introducing younger generations to sport and creative play.
Wilson, a three-time WNBA MVP, has spoken about the influence that building and creativity had on her own development. Through her work with the program, she’ll help bring this philosophy to new audiences – linking athletic growth with imaginative thinking.
Products That Connect Play and Design
On July 1, LEGO will release the first product in the collaboration: a 1,180-piece Nike Dunk set. It features a LEGO version of the iconic sneaker, complete with rotatable brick basketball, removable laces, and storage compartments inside the model. A Minifigure named B’Ball Head is included. The set is recommended for builders aged 10 and older and will be available through LEGO’s website and retail stores.
Nike will begin releasing its LEGO-themed apparel and footwear collections later in the summer. The Nike Air Max Dn x LEGO collection drops August 1, featuring apparel, sneakers, and accessories built around LEGO’s signature design language – such as the familiar stud pattern and Minifigure silhouettes.
On September 1, the Nike Dunk Low x LEGO collection will follow, adding another layer to the collaboration through youth-focused sizing and fresh color applications. Additional footwear and apparel will arrive throughout the fall.
Expanding Across Cities and Channels
The rollout will be global. In China, Nike is organizing a series of city-wide events in Shanghai, Beijing, and additional locations, supported by in-store activations at the Shanghai House of Innovation. In the fall, Nike will debut a new multifunctional playground in Shanghai made from recycled shoes. This new court is part of a larger sustainability program that has already produced 42 Nike Grind courts across Greater China, with a target of building 100 in total.
At Nike’s headquarters in Beaverton, Oregon, employees will take part in training sessions designed to prepare them as youth coaches. On June 11, the company will host a community day with local nonprofit organizations, creating a space for kids to experience sport on Nike’s campus.
Additional internal events will take place across Nike offices worldwide, reinforcing the importance of play across the brand’s global workforce.
From basketball courts to buildable sneakers, and from interactive parks to playgrounds made from recycled materials, the partnership presents a unified message: play belongs everywhere, and every child should have access to it.
