LEGO x Nike / Built to Ball

Built to Ball brought together LEGO and Nike through an interactive basketball playground celebrating creativity, movement, and youth culture. Installed along the Brooklyn waterfront, the experience introduced the co-branded product collection through a series of participatory zones designed for all ages.

Guests navigated a choose-your-own-adventure layout featuring adjustable basketball challenges, customization stations, collaborative building areas, and character-driven photo moments anchored by a larger-than-life LEGO minifigure installation. From personalized trading cards to youth dunk contests judged by professional athletes, the activation emphasized accessibility and play — translating brand collaboration into a dynamic public space shaped by participation.