The LEGO Group and Adidas announce multi-year partnership

More new products will launch from the collaboration between the LEGO Group and Adidas, starting in December and continuing through 2021.

Following the sell-out LEGO A-ZX Series trainers that Adidas released recently, the two brands have announced a multi-year collaboration that will see them co-creating new products that will “inspire creativity and foster a more playful, positive and inclusive world for adults and children from any background or sporting ability.”

According to the announcement, products from the two brands will include footwear, apparel and hardware. While fans will be curious about what the partnership might produce, it is worth bearing in mind that the long collaboration between the LEGO Group and IKEA resulted in a fairly pedestrian product range.

“It’s our mission to inspire and develop the builders of tomorrow and help children be creative and learn the skills they need to thrive,” says Julia Goldin, Chief Marketing Officer at the LEGO Group. “Great play experiences are a fun way to learn and build creative confidence, and so is sport – and that’s why we’re so excited about this partnership. Together, play and sport let children experience collaboration and the principles of fair play, as well as build mental resilience. These are crucial life-skills that can help children unlock their full potential.”

“Our goal is to use the power of sport to change lives, grounded in creativity as the vehicle to inspire people of all ages and backgrounds,” says Aimee Arana, SVP General Manager, Global Training at Adidas. “An innovative partner like the LEGO Group allows us to together imagine up new concepts and products that will spark creativity in an inclusive way, particularly helping the development of younger generations.”

It was in 2017 that Adidas first entered discussions with the LEGO Group, before a creative discussion in 2018 fast-tracked collaborative product development. More products for both adults and children will launch in December and releases will continue during 2021.

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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