Not all brand collaborations are built the same.
Sometimes, an established label lends its weight to an emerging one for mutual benefit (the former feeds off the buzz of the latter, while the latter gains broader visibility via the former).
Other times, a more accessible company will partner with a luxury marque, bringing the average shopper an entry-level version of a high-end aesthetic.
Then there are the infrequent yet momentous occasions when two global super brands align their immense influence because they can.
Lego x Nike is this year’s grand example.
After a brief dalliance with Adidas, the House of Bricks announced last summer that it would be teaming up with the American sportswear giant for the foreseeable future.
Under the tagline “Sport is our play”, this partnership promises an exciting array of co-branded products, engaging content, and immersive experiences.
It will launch – as feels right – with a sneaker, and X account @EldenMonitors has just provided a sneak peek.
It is, as you can see, a Lego-ified version of Nike’s Dynamic Air sneaker: the Air Max DN.
It comes in – what we’re calling – Minifigure Yellow, and is covered in studs. (We wonder if that means they’re customisable?)
The red Lego logo replaces the customary Nike DN logo on the tongue, though you’ll find the silhouette’s usual mini swoosh on the midfoot and a regular-sized swoosh on the heel along with the silhouette of a three-stud brick.
Other Lego motifs are printed on the midsole’s air bubbles, as well as a mysterious four-eyed alien (who we suspect might just be the collab’s mascot).
It’s a real equal split of IP, as expected from the fusion of these two colossal brands.
You can anticipate building your ‘fits around these kicks starting in August.
As for the rest of the collab’s offerings, it appears that they’ll be dropping piece by piece over the next few years.
