Nike and LEGO have announced a groundbreaking multi-year global partnership aimed at blending sport with creativity through a series of immersive experiences. The partnership encourages kids to embrace active play and imaginative exploration, featuring events like the Nike and LEGO Play Arena at LEGOLAND California, where children can engage in various hands-on activities. Future events are planned, including a soccer-themed activation in London focused on empowering girls in sports. A'ja Wilson, WNBA MVP, acts as an ambassador, using her LEGO fandom to inspire the youth in sporting ventures.
The partnership brings together Nike's inspiration for movement and LEGO's creativity to enhance children's engagement with active play and imaginative exploration.
The initiative includes immersive experiences like the Nike and LEGO Play Arena, providing hands-on activities such as crafting LEGO Minifigure athlete trading cards.
The events aim to empower youth participation in sports, particularly focusing on girls' engagement, fostering confidence through inclusivity in sports.
Nike athlete A'ja Wilson, a lifelong LEGO fan, leads the campaign, highlighting the positive impact of imaginative play in her life and career.
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