NIKE INC.
MAY 2025
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NIKE AND LEGO
EMEA RECAP
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In FA25, we brought the Nike x LEGO partnership to life in EMEA through our EC25 experience in London and co-created product drops, immersing kids and families in our playful world of sport. Below is a recap to take you through the details and results - and give you a glimpse of what’s coming next!
CHAPTER 1
EC25 & PLAY LONDON
As part of the EC25 Kids Plan, we teamed up with LEGO to deliver girls their best summer of football. When the spotlight was on her game, we created a football-fueled summer experience in London that built confidence through play. We welcomed girls (and boys) from across London to a four-day experience across two key locations: the Play Arena and the Play Pavilion.
The Play Arena
Launched on 7.19, we transformed a community pitch into a playful arena with challenge stations inviting kids to test their football skills in imaginative ways. Kids aged 8–14 booked 60-minute slots, started with a “passport” check-in for the day and collected stamps at each station.
We offered Phantom Precision challenges, LEGO-fied table football play, 2x2x2 cage play, and the opportunity for Kids to create their own Nike x LEGO Mini Fig trading card.
Girls Only Cage Tournament
Alongside the open Play Arena, we ran a 2x2x2 tournament with 80 teen ballers, selected from our London Team Sales grassroots network. The finale crowned two winners, who both took home a one-of-a-kind LEGO x Nike Bricks trophy!
The Play Pavilion
After the Play Arena experience, the LEGO Brick Bus took kids to the Play Pavilion at Serpentine Galleries, where they could extend their day with jersey customization and explore football-inspired brick play!
Athletes + Catalysts
Ashley Lawrence kicked things off on opening day, with Taylor Hinds closing it out on 7.27! Martine Rose took over the Play Pavilion with a workshop, and on the final day Chunkz pulled up to keep the energy high!
Martine Rose
Chunkz
Ashley Lawrence
Taylor Hinds
Creators
Our kids’ creators amplified the experience across London while teasing the upcoming Nike x LEGO Air Max Dn launch.
2M
Total Reach Content
@elenisoccer7
@fftofficial_
@annaxpanna
@the3halls
@kidkassidy.s
@ralphyholloway
@e10vas
@s1mon_g
Comms
With the Purpose Comms and the London Comm team, we secured coverage from Hypebeast UK, Sports Illustrated UK, Soccerbible and Harriet Freestyle.
Harriet Freestyle
Sports Illustrated UK
Hypebeast UK
Soccerbible
SCI Integration
For the Play Arena experience, we partnered with our SCI London team and brought in Football Beyond Borders as key ambassadors. They played a dual role: representing the initiative on-site and consulting with our agency on all aspects of the experience to ensure we created an inclusive environment for kids of all ages and skill levels. In addition, we hosted dedicated SCI partner sessions for Girls United and Girls Allowed.
Federation camps
We extended the playful world of sport to our EC25 athletes, introducing bespoke LEGO play tables in the Netherlands, England, France, and Norway Federation camps. During their downtime, athletes engaged with bricks to play, create, and even build their own federation crests.
Key Results
2K
Kids activated across Arena and Pavilion (+33% vs target), 49% girls.
4.9K
Total visitors at both locations, including parents
6M
Reach through creator + catalyst content
80%
Member sign up for EC25 and Play London driven from Targeted comms & CXP visibility
Our goal with this experience was to strengthen girls’ connection to football and inspire them to keep playing through confidence-building play. Impact study with 120 girls showed:
78% said the experience increased their interest in football even further.
75% reported higher confidence in playing football, with a 69% drop in feelings of nervousness around the game.
Despite being mixed with boys and kids of all ages, 71% felt the experience was inclusive and that they truly belonged in the game.
85% said they would love to keep playing football in the future, up from 76% at the Nike WC23 Rebel Girls activation.
Recap Play London
CHAPTER 2
FAHO25 PRODUCT LAUNCHES
This Fall we launched the collection of iconic co-branded products, including Nike kids’ footwear and apparel, and LEGO® Brick Sets.
We kicked off with the Dunk LEGO® Brick Set in July, followed by the Air Max Dn in August, Dunk in September and coming in October, the Galaxy collection. The launch is designed to scale with the ignite phase in FA25 and the Energize moments in HO25.
Key Wins
100%
Sell-through on
Nike x LEGO Bricksets for both the 7.1 launch and
8.2 restock.
18.5k
Notify Me signups for the Nike x LEGO Dn. Highest Notify Me sign up for Kids product ever.
2M
Organic reach through seeding 8x creators the Air Max Dn drop at the EC25 Summer Playground Activation.
1st
First time we have launched a Nike Kid's collection in NBHD doors.
278K
Members have added Lego as an interest on digital ecosystem.
x3
LEGO Triggered Comm Engagement vs avg comm during this time
1st
Time we used Rich Pushes on Digital which created high visibility across HP, KLP and CDP.
JULY 1
DUNK BRICK SET LAUNCH
6K
Notify Me Sign Ups
100%
Sell-through in first 5 Days of launch - helping drive $250K incremental business.
77K
visits on launch day.
Most viewed product on launch day.
1st
time Brickset was featured on SNKRS (first for kids)
The Nike Dunk Brickset was the first product to drop from the highly anticipated Nike x LEGO collection. Launching as a Nike Digital exclusive first, the Dunk Brick set then relaunched alongside the 8.1 Dn collection in HOI.
AUGUST 1
AIR MAX DN LAUNCH
NIKE STORES & DISTRIBITORS
HOI
Collection showcased through an elevated experience in the Kids CFoP area including VMS and FTW riser with connect copy. We also tactically displayed the Brick The Rules creative across the full store through digital screens and elevator branding to maximize visibility.
Nike Dubai
Elevated engage execution in Kids area with VMS and Styling.
NDDC
40%
ST of the Dn in the first 48hrs.
9K
Notify Me journey sign-ups.
Launched across full digital ecosystem to ensure we are on the path of our consumers including HP, targeted comms and EPDP.
15M
EMEA Members reached through full file messaging - a Nike Kids first
NBHD ACCOUNTS
KITH
For the first time, we partnered with Kith Paris and Kith Digital for a scaled co-created marketing campaign across FAHO25. Kicking off with the Nike Air Max Dn, launch executions included:
👟 Kith Paris Retail launch with footwear wall connect elevation
🍦Co-branded, limited edition Ice Cream Swirls in Kith Treats Paris café
📸 Co-created Kith Editorial Content for @kithandkin. The first time a Kids editorial has been featured on this channel which delivered above benchmark engagement
BSTN
Another first with BSTN. The FAHO25 launch will ramp up with each collection launch, starting with Air Max Dn:
🛒 Retail launch in BSTN Munich and Hamburg with an elevated store display
📸 Co-created BSTN Editorial content used across digital channels and social.
🛜 1.1M Reach across BSTN Digital Ecosystem
SEPTEMBER 1
DUNK LAUNCH
9K
Notify me sign ups ahead of the launch.
NBHD
Co-created content refresh across the accounts social and digital channels.
KITH
Launches the second co-branded, limited edition Ice Cream Swirl: The Raspberry Rebound.
WHAT'S
COMING?
OCTOBER 11
GALAXY LAUNCH
We are going BIG in HO25. The third drop in the 2025 collection features Galaxy themed apparel and accessories (10.11), the Nike Dunk (10.22) and the Hustle D (11.15 WIP) – the first performance ftw to launch in the collection.
Here’s what’s to come:
Nike and Lego Play Arena Pop Up
We will be immersing our consumers into the World of Play through the Glaxay themed Nike x Lego Play Arena Pop-up. The digital first space is situated in the heart of Soho, London - walking distance from Nike and Lego’s premium flagship doors in Central London.
What to Expect
😱 Epic Special Build Stunts to drive earned media around the Play Arena Pop-up
🌌 Premium product showcase and the first IRL look at the Hustle D.
😱 Worlds of Play colliding through bricks and sports
📺 “Click In Series” viewing station – Nike x Lego Youtube Series ft. A’ja Wilson
🎁 Limited edition collectables
Nike Marketplace
We’re expanding the World of Play in HO25:
🇫🇷 In HOI expect campaign refreshes with more experiences to play as we takeover the City Shop with customization and a Mini Figure station.
🔟 We will provide more access to product by broadening our distribution into 10 NSP doors.
🪟 From 11.1 we will do a full takeover of the Kith Paris windows and kids floor
🏀 BSTN Brixton will also have a retail activation on 11.1 which brings together sports and brick play as well as local community seeding experiences.
THANK Y U
A massive thank you to everyone involved for bringing the World of Play to life together.
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