Nike and LEGO launch first co-branded playset to great demand
- Nike launched its first co-branded LEGO playset in August 2025, promoting engagement with the youth market.
- The set, designed as a basketball sneaker, sold out quickly on the LEGO website, demonstrating high demand.
- The partnership aims to drive brand loyalty among children and their families through innovative products and experiences.
In August, Nike and LEGO made headlines by releasing their first co-branded LEGO playset, a unique initiative aimed at expanding Nike's appeal within the youth demographic. The highly anticipated launch saw the Nike Dunk x LEGO brick set retail for $100 and promptly sell out on the LEGO website. Consisting of 1,180 pieces, the set featured a basketball sneaker design complete with a rotatable brick basketball toy. Additionally, the set included hidden stash compartments and introduced a new LEGO minifigure, named B’Ball Head. Following the positive reception of the playset, the partnership is set to continue expanding with plans for further co-branded offerings. Scheduled for release in September are additional LEGO sets, alongside new Nike x LEGO kids' footwear and apparel. In June, interactive experiences were rolled out across multiple cities, kicking off at California's LEGOLAND to coincide with the International Day of Play. This engagement aims to connect children directly with the Nike brand, fostering brand loyalty from an early age. The collaboration marks a significant move for Nike, particularly as the children's segment is the smallest in its portfolio, generating $5.7 billion, down 5% in fiscal 2025. Overall revenues for the company declined by 10% to reach $46.3 billion, demonstrating the need for innovation to energize Nike’s market reach. By engaging with children through creative products and experiences, Nike hopes to inspire not just kids but also their parents, potentially creating a new wave of brand loyalty. To strengthen this partnership further, former LEGO CEO Jørgen Vig Knudstorp has been nominated to Nike's board, recognized for his leadership during LEGO's impressive turnaround from 2004 to 2023. Analysts, such as Randy Konik from Jefferies, view Knudstorp's appointment and the partnership itself as a strategic maneuver that could bolster Nike’s sales momentum and sustain excitement around its offerings, particularly with the upcoming launch of the co-branded Nike Air Max Dn x LEGO sneaker, priced at $155.