Creative Concepts

Nike x LEGO turn play into sport with a vibrant Shanghai playground

Brought to life at Baoshan No.2 Central Primary School in Shanghai, the playground turns every LEGO-inspired shape into a tool for sports and movement.

Published

September 11, 2025

M4G Bureau

In Shanghai, Nike and LEGO have joined forces to reimagine what a playground can be. Far beyond static branding, the initiative brings colour, creativity, and movement together in a way that lets children live the brand — not just see it.

The project gained momentum through LEGO’s Build the Change workshop, where children used LEGO bricks to build and share their own ideas. A LinkedIn post by a Creative Director at The LEGO Group revealed how one simple idea, inspired by a 2×3 LEGO brick, evolved into a full-scale playground design.

Brought to life at Baoshan No.2 Central Primary School in Shanghai, the playground turns every LEGO-inspired shape into a tool for sports and movement. Children can build their own routes, explore freely, and even transform a 10-minute break into a playful world of discovery.

For Nike and LEGO, the message is clear: the strongest impressions in OOH happen when brands don’t just communicate but become an active, tangible part of everyday life. This colourful installation is more than a campaign — it’s a moving statement on the future of experiential media.