Lego
Two classic brands are building on a shared vision.
Game time. Nike and Lego announced a multi-year partnership for co-branded products, content, and experiences in the spirit of sport and creative play.
Surveying 36K global parents, Lego found 59% worry their kids don’t play enough — admitting tech use crowds out physical activity. Teaming up, it aims to reimagine old-school fun.
As for Nike, the collab curbs the polarizing intensity of its Winning Isn’t For Everyone ads.
Playmates. Making health and fitness less intimidating, lighthearted campaigns appeal to healthy hedonists — who want feel-good, low-stakes wellness.
From Snoop Dogg’s success as Olympics hype man to Liquid Death’s entire marketing strategy, a little humor goes a long way with consumers.
Taking note, brands are leveraging clever collabs to grow beyond core enthusiasts.
- Plant-based “farmacy” Apothékary launched a magic-themed wellness box and potion book to promote a new Marvel TV show.
- Surreal and Gymshark joined forces for a co-branded high-protein cereal, Cardi-Os.
- OLIPOP launched a Barbie-branded soda in May, becoming an instant bestseller.
- Just Salad linked with Sesame Street, serving kids meals in character bowls.
Punchline: Health and joy aren’t mutually exclusive — they’re foundationally linked. Brands that allow both to coexist will win consumers’ hearts.
