The best brand collabs tend to come about when each brand has its own clear voice but they can come together in a way that makes them both shine. This is the case with this new project for kids at Baoshan No 2 Central Primary School in Shanghai, where Nike and Lego have installed a brightly coloured playground.

Nike is already known for its smartly designed playgrounds, which have popped up in various community spaces around the world. What makes this one different though is the partnership with Lego, part of a multi-year collab which will feature experiences, events, in-store activations and Lego-Nike products. Its overriding mission is to reinforce “our commitment to inviting all kids to play,” said Cal Dowers, VP global kids at Nike on its launch in May.

This project came about through Lego China’s Build the Change workshop in August, where children were invited to use Lego bricks to design and share their own ideas. The exercise revealed how kids naturally view movement and play as one and the same.

Inspired by this idea, and the multitude of ways you can ‘rebuild your world’ with Lego bricks, Lego and Nike set about reimagining what a playground could be. The resulting space sees students encouraged to experience sports “the way they build with Lego, by creating their own routes, experimenting freely, and turning even a short 10-minute break into a world of play”.

Credits:
Agency: Our Lego Agency Shanghai
Design: Beijing Institute of Architectural Design
Head of Lego Agency Asia: Annie Boo
Creative Director: Guo Jun
Creative Specialist: Bebe Wang
Senior Copywriter: Beck Deng
Senior Art Director: Jace Wang
Senior Project Manager: Karen Lin
Project Manager: Venice Choy
Photographer: Zhang Chao