Nike-Lego partnership launches with sneaker Legos and, coming soon, Lego sneakers

In the past few years,

Nike

Dunks became fixtures at sneaker stores. They’ll soon be available at toy stores, too.

Last week, Nike unveiled the first product in a multiyear partnership with Lego: an

1,180-piece Lego set

that features a Nike Dunk and a unique minifigure named B’Ball Head. The July 1 release will be followed by the Aug. 1 release of a

Nike Air Max DN sneaker

that resembles a yellow Lego brick.

But

the multiyear partnership

isn’t just about toys and sneakers.

New details include events and play areas designed to get people moving, consistent with first-year CEO Elliott Hill’s

work to refocus the company around sports and physical activity

.

“At Nike, we are dedicated to fueling the potential of kids through play,” Cal Dowers, vice president of Nike’s Global Kids division, said in a press release. “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.”

Nike will release a sneaker shaped like a yellow Lego brick on Aug. 1.

Courtesy Nike

In addition to the products, from June 7 to 11, Southern California’s Legoland will feature a Nike-themed play area where visitors can design a mini-figure athlete trading card, build a mini basketball jersey and take a three-point basketball shot.

In Oregon, employees at Nike’s headquarters will get training on how to coach youth sports, then hold clipboards on June 11 as the company hosts events as part of the International Day of Play.

In London, Nike and Lego will host events from July 19 to 27 geared towards kids and soccer. In China, Nike will host events and displays in Shanghai, Beijing and other major cities.

More products also are in the works, with additional Lego sets going on sale in September and additional footwear and apparel expected to launch through the fall.

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