After a playful, collaborative ZX 8000 release last month, LEGO and adidas have announced a multi-year partnership aimed at fostering creative thinking and an appreciation of play.

A press release on LEGO’s website notes that discussions of a partnership reached as far back as 2017, but it took years of collaboration to settle on an intentional and impassioned direction for the duo to move forward with. Aimee Arana, SVP General Manager of Global Training at adidas, noted:

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.

As part of this inclusive effort, all LEGO x adidas products will be unisex and not constrained to any specific gender norms, allowing people of all backgrounds to jump into the new creative environment the duo foster without reservation. According to the press release, products from the partnership will start releasing before the end of 2020, and “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.”

You can check out campaign stills and a stylish promo video from the announcement down below. Stay tuned to Modern Notoriety for updates on the duo’s offerings soon.

LEGO x adidas Campaign


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