Nike is one of the most recognizable brands in the world, not just in the world of sports. The “Swoosh,” being so minimal yet so recognizable, can add a layer of recognition and “co-sign” any other logo that it shares space with, making it a very appealing branding partner.
That appeal extends beyond sports, too, as Nike just announced two co-branding partnerships – one with LEGO and one with the Museum of Modern Art Design Store in New York City.
The MoMA Design Store collaboration will reportedly be a series of releases, the first of which is a simple co-branded Nike Everyday Sock. The multicolored socks have the standard Nike Swoosh just below the elastic top of the sock, with the “MoMA” logo just below it.
“The series of co-branded product releases underscores how the fusion of design and sport produces items that transcend their original purpose, evolving into versatile emblems of fitness and style,” Nike wrote in a press release. “The study and understanding of the relationships between fashion and function, material and technology, and aesthetics and culture have become integral to MoMA Design Store’s DNA and its commitment to bringing good design to people’s lives by selecting objects that meet carefully considered design criteria – all approved by the Museum’s curators.”
Nike also announced today that it would begin a new multi-year partnership with LEGO in an effort to “bring life to the many ways sport and creative play can help all kids be the best versions of themselves.”
So far, the only co-branded materials are digital video, but given the tactile nature of both Nike and LEGO (think Nike’s famous orange shoeboxes and LEGO bricks), it’s safe to assume that co-branded pieces that blend both print and promotional products will be on their way. LEGO has, in the past, worked with Adidas for co-branded shoes – both real and made of bricks. The LEGO sets incorporated things like turning the kit’s box into an Adidas shoebox, or printing Adidas logos onto the bricks themselves.
Once again, Nike incorporated the Swoosh by making it a LEGO Minifigure’s smile, showing the possibilities of using the logo in creative ways.
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For this one, it seems like only a matter of time until we see how they combine plastic, paper and fabric across items like boxes, LEGO sets, signage, packaging, and apparel and footwear.
