Nike and Lego Play Arena
Nike and LEGO Play Arena marks the first collaboration between Nike and LEGO, a global experience platform rooted in active and creative play, transforming sport through imagination. I led the development of the Play Arena experience directive, including the flagship activation at LEGOLAND California, and provided creative guidance for geo adaptations across geos.
Nike and Lego Play Arena Minifigure Athlete Trading Card
Led the development of the minifigure athlete trading card experience; designing and defining all character elements, and creatively directing the UI/UX. Delivered as both digital and physical cards across select locations.
Nike and Lego Play Arena at LEGOLAND® California
Co-designed the flagship Play Arena experience in partnership with LEGO; overseeing creative development, production, and execution. Originally a limited run, the experience returned for an extended engagement due to high demand.
Nike and Lego Play Arena at Fanatics Fest NYC
Provided creative guidance to the North America team; adapting the Play Arena directive and LEGOLAND flagship into a localized fan experience.
Nike and Lego Play Arena at Serpentine South in London’s Kensington Gardens
Provided creative guidance to the EMEA team; evolving the Play Arena concept through a football lens to kick off the road to the 2026 World Cup.
