LEGO® x Nike Built to Ball Experience

The LEGO Group and Nike’s “Built to Ball” experience was a co-branded activation, hosted on the pier at Brooklyn Bridge Park. Built to showcase the new Nike x LEGO® set collection through a series of themed, family-friendly zones featuring The Collab Court which included photo-ops and a collaborative LEGO mystery mural build; Hoop Dream Alley invited dynamic basketball play; and the Skyline Court for skills drills and pickup games – plus a 20' inflatable B'Ball head and sneaker customization stations. The experience was set to deliver a culturally relevant consumer first activation that was authentic to basketball and hype culture; rooted in sport, defined by play and drenched in coolness.
The LEGO Group and NIke both took the opportunity to inspire kids to use their imagination and creativity to define a new expression of sport, allowing them a moment of freedom and self-expression.
The event drew in over 5,000 attendees, 60% of which were kids who were entertained in the space for an average of 45 minutes.