LEGO and Adidas announce long-term partnership

Adidas and Lego are joining forces on a more permanent basis.

They previously worked together as part of the A-ZX series, and have just announced a new multi-year collaboration for footwear, apparel and hardware. The move is designed to “inspire creativity and foster a more playful, positive and inclusive world for adults and children from any background or sporting ability.”

The first Adidas x Lego pieces will arrive later this year, in time for the holidays. There will be more drops at regular schedules starting next year. The collection will include products for a wide range of sports and lifestyle activity, all of which will reference themes from Lego’s toy history.

Lego’s chief marketing officer Julia Goldin said, “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. 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 his partnership.”

While Aimee Arana the SVP General Manager at Adidas added, “An innovative partner like the LEGO Group allows us to together imagine new concepts and products that will spark creativity in an inclusive way, particularly helping the development of younger generations.”

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