After Adidas, Lego teams up with Nike to combine sport and play

In the run-up to the Olympic Games, and at a time when only 20% of children engage in the level of physical activity recommended by the WHO on a daily basis, Nike (2023 sales: US$51.4 billion, up by 1% in one year) and Lego (2023 sales: €8.84 billion, up by 2% after 17% in 2022 and 27% in 2021) decided to join forces to promote sport through play and encourage children to take up sport.