Adidas en The LEGO Group (TLG) hebben zojuist een meerjarige samenwerking aangekondigd. De samenwerking legt de focus op producten waarbij ze een meer inclusieve wereld willen creëren voor kinderen en volwassenen.

De samenwerking zal leiden tot diverse producten, zoals schoenen, kleding en andere items. De items zijn zowel voor dagelijkse activiteiten als sport te gebruiken en de producten zullen inspiratie halen uit herkenbare LEGO thema’s. Met de Adidas Originals ZX 8000 LEGO sneakers trapten de twee bedrijven deze samenwerking af. De eerste producten zullen in december van dit jaar verschijnen en in 2021 zullen ze het assortiment uitbreiden. Hieronder kun je het persbericht lezen. Uiteraard zullen we dit artikel van een update voorzien zodra er meer bekend is.

Adidas en TLG kondigen meerjarige samenwerking aan

HERZOGENAURACH & BILLUND, October 20 2020: Today, industry-leading sportwear brand adidas and household favouite toy company, the LEGO Group announced a multi-year partnership. The collaboration will see new co-created products to inspire creativity and foster a more playful, positive and inclusive world for adults and children from any background or sporting ability.

Like the bricks that serve as this partnership’s inspiration, the collaboration fuses two of the most recognized and iconic brands and will offer a diverse portfolio of footwear, apparel and hardware. Fans could already explore the creative ambition of the collaboration with the limited release of the adidas Originals ZX 8000 LEGO® sneaker in September.

“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”, said Julia Goldin, Chief Marketing Officer at the LEGO Group. “Great play experiences are a fun way to learn and build creative confidence, and so is sport – and that’s is why we’re so excited about our this partnership. Together, play and sport let children experience collaboration and the principles of fair-play, as well as build mental resilience. These are crucial life-skills that can help children unlock their full potential.”

Aimee Arana, SVP General Manager, Global Training at adidas said “Our goal is to use the power of sport to change lives, grounded in creativity as the vehicle to inspire people of all ages and backgrounds. An innovative partner like the LEGO Group allows us to together imagine up new concepts and products that will spark creativity in an inclusive way, particularly helping the development of younger generations.”

Initial partnership discussions started in 2017, and in 2018 the LEGO Group welcomed the adidas team to LEGO House in Denmark to let creativity run wild and determine how best to foster a true fusion of the two brands. That meeting kicked-off what promises to be a dynamic and fastpaced collaboration, with the first products scheduled to drop before the end of 2020. Products for various sports and an active lifestyle will launch in December and throughout 2021, aimed at both kids and adults and crossing different LEGO themes.

Fans can count on the collections to deliver everything they’ve come to expect from the LEGO Group and adidas: colourful, inventive concepts that spark imagination, a sense of optimism whilst reflecting each brand’s commitments to inclusivity.

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