Topline
Sportswear giant Nike is stepping onto a new court of play – toys – in partnership with LEGO by releasing the first-ever Nike Dunk x LEGO brick set, retailing for $100 and selling out in minutes on the LEGO website, according to Jefferies.
Nike Dunk x LEGO bricks set
Key Facts
The 1,180-piece Nike Dunk x LEGO bricks set is designed as a basketball sneaker with a rotatable brick basketball toy and features the “DUNK” slogan with hidden stash compartments and a new LEGO minifigure, called B’Ball Head.
This marks the first in a series of co-branded offerings, including Nike x LEGO kids’ footwear and apparel, additional LEGO sets to drop in September, and multi-city interactive experiences, kicking off June 7 through June 11 at California’s LEGOLAND to coincide with the International Day of Play.
Next month, a co-branded Nike Air Max Dn x LEGO sneaker in bright yellow will drop, priced at $155, featuring an upper fashioned with LEGO’s iconic stub bumps and LEGO minifigures printed in windows on the midsole.
LEGO and Nike have sealed a multi-year partnership to merge “the imaginative world of LEGO bricks with Nike’s storied sports legacy to inspire kids everywhere to the joy of active and creative play,” Nike said.
In another move to bring some of the LEGO magic to Nike, former LEGO CEO Jørgen Vig Knudstorp – widely credited with leading LEGO’s remarkable turnaround during his tenure from 2004 through 2023 – has been nominated to Nike’s board.
Key Background
The Nike x LEGO partnership is a pairing of giants in their respective markets. Nike is far and away the global leader in sportswear, and LEGO is tops in toys. The partnership will help energize Nike’s reach into the kid’s market, as Kid’s is the smallest reporting segment across the Nike portfolio of brands, generating $5.7 billion after declining 5% in fiscal 2025 ending May 31. Nike’s troubles don’t end there. Overall revenues were down 10% to $46.3 billion. Meanwhile, LEGO Group has wind at its back, with sales up 13% last year to $11.7 billion (DKK 74.3), and it is rated the world’s most reputable company in 2025 by Reptrak. Nike trails at number 22.
Long Term And Short Term Payoff
Engaging kids in the Nike brand presents an immediate growth opportunity with a potential halo effect. As children connect with the brand, their parents may be inspired to engage as well. While Men’s remains the Nike brand’s largest reporting segment ($23.3 billion), followed by Women’s ($9.7 billion) and Jordan Brand ($7.2 billion), all three declined last year, down 6%, 6% and 16% respectively. Looking ahead, today’s youth could become tomorrow’s brand loyalists, making the LEGO partnership a strategic, long-term investment in Nike’s future.
Crucial Quote
“We view this partnership and Knudstorp’s board appointment as a significant strategic move, given his transformative impact at LEGO. Under his leadership, the company reinvigorated its brand through innovative IP collaborations and creative product lines that drove sustained consumer engagement and demand. Next month, Nike will release a LEGO Air Max Dn and additional kids’ products, which we see as momentum-building drops that should sustain excitement around the partnership,” wrote Jefferies’ analyst Randy Konik in an investment note.
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Source: https://www.forbes.com/sites/pamdanziger/2025/07/02/nikes-debut-lego-brick-playset-sells-out-in-minutes-strengthening-nikes-youth-appeal/