ENFIELD, Conn., Nov. 6 -- The LEGO Company and Nike, Inc. today announce a partnership to promote activity in children with the introduction of footwear inspired by LEGO Company's popular BIONICLE(TM) Toa Nuva heroes. The global strategic alliance pairs the fun and excitement of the BIONICLE franchise with the innovation and sports heritage of Nike to create a unique approach to children's athletic footwear.
The shoes will be available first in the United States and Canada this November, and will launch globally in 2003.
The special-edition 'BIONICLE by Nike' shoes are designed for imaginative play inspired by the legendary Toa Nuva heroes. The shoes come with removable Toa Nuva masks that cover the toe-box. Additional masks can be purchased separately, so children can collect and change the masks for a single pair of shoes and "wear the power" of their favorite Toa Nuva hero.
"Children around the world have embraced the rich storytelling component of the BIONICLE line," says Henrik Poulsen, senior vice president, global innovation and marketing for LEGO Company. "In partnering with Nike, we're able to turn the innovative and collectible BIONICLE play pattern into an active lifestyle choice for kids. The excitement and creativity of the BIONICLE saga now can go with them and be a part of their daily activities."
For Nike, the partnership with LEGO Company is an excellent fit for its recently announced NikeGO initiative, which encourages greater physical activity for children.
"The BIONICLE partnership is perfectly tailored to fulfill Nike's mission to motivate children to be active," says Deborah Hilleren, Nike's children's footwear director. "We believe children can be inspired by both real and imaginative heroes, and it is important to look at the world through their eyes. We are excited to combine our ability to innovate children's footwear with the ability LEGO has to capture their imaginations through rich and creative story telling."
BIONICLE by Nike shoes will be available in children's whole sizes 12C to 6Y, and will have a suggested retail price of $50 USD/$70 CAD. The shoes are sold with Tahu Nuva's red mask covering the toe-box. Five other collectible Toa Nuva accessory masks for the shoe's toe-box have a suggested retail price of $9.95 USD/$12 CAD a pair. LEGO Company and Nike will continue to collaborate on creative approaches to children's athletic footwear based on BIONICLE and other LEGO(R) properties.
The shoes will be available at retail outlets including: Niketown, Niketown.com, LEGO Brand Retail Stores, LEGO.com, FAO Schwarz, as well as select Dillards, Nordstrom, Journey's Kidz, and JCPenney.
First launched in 2001, BIONICLE is a line of quick-build collectible LEGO action heroes for children seven and older. Recognized as the "Most Innovative Toy of the Year" in 2001 by the Toy Industry Association, BIONICLE continues to engage children with new stories, new heroes -- the Toa Nuva -- and new ways to experience the BIONICLE universe. The BIONICLE legend is set to make its movie debut next in a Miramax direct-to-video release titled "BIONICLE: The Mask of Light." A Miramax BIONICLE feature film is slated for 2004.
Based in Billund, Denmark, the LEGO Company, family-owned and privately-held since its founding in 1932, is a world leader in providing quality products and experiences that stimulate children's creativity, imagination and learning through playful activities that encourage hands-on, minds-on creation, fun, togetherness and sharing of ideas. Company employees are guided by the motto adopted in the 1930s by founder Ole Kirk Christiansen: "Only the best is good enough." For more information, visit http://www.LEGO.com.
NIKE, Inc., based in Beaverton, Oregon, is the world's leading designer and marketer of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly owned Nike subsidiaries include Bauer NIKE Hockey Inc., the world's leading manufacturer of hockey equipment; Cole Haan(R), which markets a line of high-quality men's and women's footwear, accessories and outerwear, and Hurley International LLC, which markets action sports and teen lifestyle apparel.
To encourage and enable kids to lead health, active lives, Nike has introduced NikeGO, a grassroots community affairs program with a mission to increase physical activity in youth. It offers thousands of children the motivation to discover the joy of movement and physical activity. For NikeGO information, visit http://www.nikego.com.
NOTE: LEGO and the LEGO logo are trademarks of The LEGO Group.