Nike: signing of a multi-year partnership with Lego

(CercleFinance.com) - Nike announced Thursday that it has signed a multi-year partnership with Danish toymaker Lego, at a time when the American sports equipment manufacturer is seeking to renew itself and relaunch its brand.


This "co-branding" agreement provides for the development of joint products, content and experiences, explains the American group in a press release.

Nike and Lego say they want to stimulate children's creativity and meet their need for exercise, two areas they consider essential to the development of younger children and in which they feel they have experience.

A recent study commissioned by Lego showed that a third of children worldwide have only three hours' playtime a week.

Meanwhile, according to the WHO, only one child in five gets the physical activity he or she needs.

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