Brands
Nike & LEGO Group unite to elevate the power of sport and creative play
Mumbai: Nike, Inc and the LEGO Group have announced a multi-year partnership to celebrate sport and creative play, creating new and exciting opportunities for kids and families worldwide.
With long histories of championing kids’ right to play, both brands know that creative and physical outlets are critical to children’s development – helping kids reach their full potential by fostering key life skills that allow them to thrive as they grow up.
Beginning next year, families around the globe could see a series of co-branded products, content and experiences that combine the imaginative power of LEGO bricks with Nike’s “Just Do It” spirit to invite all kids into play and sport.
“At Nike, we believe in the power of sport to move the world forward, and that starts with kids,” said Global Kids VP Cal Dowers. “We’re committed to creating a more accessible and inclusive future that inspires kids of all ages and abilities to be more active. Together, with the LEGO Group, we’re excited to invite all kids into a new vision of sport and creative play.”
A recent LEGO Group study revealed that for a third of children globally, playtime is limited to just three hours a week, and according to the World Health Organization, only one in five kids gets the physical activity they need to thrive. Further, 59 per cent of parents who participated in a separate LEGO Group survey indicated they worry their children don’t have enough playtime or access to fun activities.
This initiative marks Nike’s latest effort to power an active, inclusive world that inspires all youth to play and achieve their greatest potential. Nike focuses on breaking down barriers for youth, especially girls, through a focus on quality coaching, increasing access and addressing societal barriers. And now, Nike and LEGO are teaming up to create new opportunities for kids.
The partnership reflects Nike and the LEGO Group’s shared commitment to put creativity, fun, sport and imagination back into play, and inspire, engage and empower kids around the world.
“At the LEGO Group, we believe in the power of play to inspire and develop the builders of tomorrow,” said LEGO Group VP of brand development Alero Akuya. “By combining the creativity of LEGO play with the energy and passion of sport we want to inspire new ways for kids to play and be creative. We are excited to partner with NIKE, Inc. on this journey and help reimagine how creative play and sport can unite. Together, we will create unique experiences that will engage and excite kids around the world, inspiring them to explore their imaginations.”
To mark the announcement of their partnership, Nike and the LEGO Group curated a special digital animation to spark the excitement and curiosity of kids, families and adults everywhere. It brings to life how sport and creative play will come together and leverage iconic elements from both brands.
At the center is a specially created LEGO Minifigure head with the Nike Swoosh as the smile, symbolising the unique power of both brands through sport and creativity. This is surrounded by sport references and individual icons from both brands, such as the orange Nike shoebox; the waffle outsole and Nike Air technologies; and the LEGO brick, Minifigure, castle and studs. Also included are shared icons such as the duck, the LEGO Group’s first product and a symbol synonymous with Oregon, Nike’s birthplace; the Pegasus horse, a reference to an iconic Nike footwear innovation; and of course the G.O.A.T., a nod to some of the greatest athletes in Nike’s portfolio.
View the digital animation here, and visit nike.com/lego or lego.com/nike for more information about the partnership.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
