WNBA superstar A’ja Wilson is stepping into a new role this time, as the face of a global partnership between Nike and the LEGO Group that’s all about inspiring kids through play and sport.
The multi-year collaboration merges Nike’s sport legacy with LEGO’s imaginative world to launch a series of products, experiences, and global activations designed to help children become the best versions of themselves both on and off the court.
“I have loved playing with LEGO bricks since I was a kid and know that my creativity and play helped me not only in sports but also at school and in life.
“I’m thrilled to be part of this partnership with Nike and the LEGO Group and know we can help to make a positive impact with kids and adults alike,” said Wilson.
As one of the first global athletes to join the initiative, Wilson will support programs that reimagine the concept of play, encouraging children especially girls in order to engage in sport through fun, creativity, and confidence-building.
Among the highlights is the Nike and LEGO Play Arena, which will open to the public from June 7–11 at LEGOLAND California Resort. The basketball-themed experience invites kids to design their own LEGO Minifigure trading cards, build mini jerseys, and shoot hoops in a playful, interactive space.
The collaboration kicks off a summer of global activities, with similar events planned in London, Shanghai, and beyond. Community-driven programs will be held in partnership with nonprofits, focusing on making sport accessible and enjoyable for all.
The first co-branded product which is the LEGO Nike Dunk set launches 1 July, followed by the Nike Air Max Dn x LEGO collection and matching apparel on 1 August, with additional releases scheduled for September.
By bringing together sport and imagination, Wilson, Nike, and LEGO are creating a movement that celebrates play not just as fun but as a powerful tool for growth.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
