LEGO teases Adidas partnership
Posted by CapnRex101,
LEGO has published an interesting teaser video on Twitter, revealing a LEGO-themed trainer which has been designed by Adidas.
Limited information is available at the moment but rumours suggest that these trainers will be available in October.
You can view the teaser after the break...
?? ?? @adidasoriginals #ATOZX #ADIDASZX pic.twitter.com/KUG6qYvae6
— LEGO (@LEGO_Group) September 3, 2020
Would you wear LEGO-themed trainers? Let us know in the comments.
74 likes
71 comments on this article
Yeah definitely
I’d need to see them before I could answer that.
I’m sure all the shoe LEGO fanatics will be all over these, but I definitely wouldn’t.
Cool, with the Lego Levi's jeans (announced on TBB) and the Lego Addidas shoes, I will be able to impress my mates at work when it opens back.
Are they specially designed so that if you step on a piece of LEGO that has fallen on the floor while wearing them, it doesn't hurt?
That's what AFOLs want to know. :~P
The last LEGO product I had near my feet was a sharp, painful experience.
Oh dear, are they venturing off again into these obscure realms that almost caused their bankruptcy in the early 2000's?
@kinggregus said:
"Cool, with the Lego Levi's jeans (announced on TBB) and the Lego Addidas shoes, I will be able to impress my mates at work when it opens back. "
Its a bit odd there are so many Lego 3rd party partnerships right now... Ikea, Adidas, Levi's...
But I guess soon I can live in a Lego house with Lego furniture and Lego pants in my Lego shoes so I can display my 18+ Lego art on the wall while I watch the Lego movies on my TV before taking a break to play my Lego video games before going to build my Lego sets. Whatever pays the bills in Billund I guess. :P
Lego Rolex watch followed by the official Lego car next? Can't wait for the Lego headphones by Beats by Dre and the official Lego shipping box at my local UPS store.
@Alatariel said:
"Oh dear, are they venturing off again into these obscure realms that almost caused their bankruptcy in the early 2000's? "
Despite my sarcastic spoof above... right now I'd dare say that its not much of a risk right now. Lego has enough brand clout now that what seemed like a silly venture in the 2000's is much more safe for them to take now that Lego is consistently one of the top ranked brands in the world. Not to mention most of these risky things are being down with clear 3rd party partners who already have a market in the area Lego is trying to crack, I.E. shoes with Adidas or pants with Levis. I imagine having an experienced partner in that business helps reduce the risk too.
Remember in the early 2000's the idea of an official Lego TV show or Movie was novel territory (and Lego used their brands most separated from traditional Lego to test the waters with the short lived much maligned Galidor and the much more prominent Bionicle being the ones to get the film and TV treatments first)... Now it seems every new Lego theme has some TV show somewhere, and Lego's clout certainly has grown.
Are Adidas one of the companies whose products are made by children in sweatshops?
From the makers of stepping on lego, stepping in lego
I made the mistake of buying the Obi-Wan shoes from the recent Adidas x Star Wars collaboration.....the MOST uncomfortably narrow pair of shoes I've ever worn (and I don't even have wide feet). Totally bummed me out.
It's all going a bit 'Apple Collection 1986' NotForMe
If these aren't ridiculously priced, I'd love some Lego trainers but the chances of these being even remotely affordable are slim...
I love LEGO bricks, but there is no way I'd ever be a walking billboard.
Also, there is such a thing as abusing your brand, and it feels a bit like LEGO is currently heading that way...
need these
@The_Chosen_1 said:
"I made the mistake of buying the Obi-Wan shoes from the recent Adidas x Star Wars collaboration.....the MOST uncomfortably narrow pair of shoes I've ever worn (and I don't even have wide feet). Totally bummed me out."
Really? My wife bought me the Vader ones for my birthday, and they extremely comfortable (to me). Maybe I just have skinny feet or something? ??
Noooooo, focus on the bricks LEGO! On the bricks!
@Chilis_no said:
"Noooooo, focus on the bricks LEGO! On the bricks!"
I agree. Seems like LEGO's been more focused on these partnerships than the actual sets. Don't get me wrong, some of the best LEGO sets ever have been released this year, like the Diagon Alley, the NES, and more great sets; but with that being said, the great sets are dramatically overpriced. And some of the more popular themes like Star Wars and City have been overpriced and not the best. I couldn't of said it better myself-"focus on the bricks LEGO! On the bricks!"
@Zander said:
"Are they specially designed so that if you step on a piece of LEGO that has fallen on the floor while wearing them, it doesn't hurt?
That's what AFOLs want to know. :~P "
I want to make sure that it doesn't hurt the brick! Trust me, shoes will protect your feet just fine.
Lego + feet = pain
This wouldn't be the first LEGO partnership with Adidas. Check out 3426.
@jhuntin1 said:
"This wouldn't be the first LEGO partnership with Adidas. Check out 3426."
Also not the first time Lego partnered to make actual shoes (in this case Nike): https://kidscreen.com/2003/01/08/nike-20030108/
Not my area but they look great.
*hums*
All day I dream about bricks
All day I dream about buildin'
If the sole is decorated with studs, then I’m steering clear. I’m not really a shoe fanatic anyway, and of those that I do have: two are Nike! Pass.
Partnerships with successful brands does not mean less LEGO sets...
If anything, the way they are pumping out D2C sets each month shows they have much more awareness of the popularity of the brick than they did in the 2000s.
Lego shoes made in China for minimum wage and after that sold for high prices in official Lego stores under multicultural advertisement. What a funny world we are living in.
Please tell me this wasn’t from the Korean Facebook page.
I would not necessarily compare this kind of partnership with LEGO's errors during the early 2000s. Those earlier mistakes involved LEGO focusing upon inappropriate products whereas these trainers or the IKEA boxes, for example, have been created by external partners. Their success or failure might therefore have limited impact on LEGO because their investment is presumably fairly low.
@jhuntin1 said:
"This wouldn't be the first LEGO partnership with Adidas. Check out 3426."
Another item for my obscure cross-branding BrickList, thanks!
So we can step on bricks in style
If it results in a reintroduciton of sports sets, I might be onboard with this. But, we'll likely just be getting overpriced shoes produced for peanuts in some Far East sweatshop by slave labor. And, I'm sure these will look really stupid. I'm fine with my New Balance trail hikers, Ariat workboots, and USA-made Bellville/Reebok shoes (intended for postal workers, which I'm not, but I've found they're really comfortable and give me the ankle support I need).
But, good googly moogly. Enough with these stinkin' licenses and partnerships already! They're getting insane.
@CapnRex101 said:
"I would not necessarily compare this kind of partnership with LEGO's errors during the early 2000s. Those earlier mistakes involved LEGO focusing upon inappropriate products whereas these trainers or the IKEA boxes, for example, have been created by external partners. Their success or failure might therefore have limited impact on LEGO because their investment is presumably fairly low."
I agree. It's basically just licensing cost. I don't think LEGO is footing the entire bill to develop, produce, and ship the project.
Wow. Lego will partner with anyone it seems. Less toy company, more logo for sale. It's just licensing now.
Not a fan of the colors, reminds me of my crazy Nike Pegasus 36s. I wonder how durable these would really be...
@TomKazutara said:
" @Alatariel said:
"Oh dear, are they venturing off again into these obscure realms that almost caused their bankruptcy in the early 2000's? "
Right. If I thinking about it ?
City becomes lame, borring and abolutly cartoony (and now even super expensive since this year) , same as the sets from 1997 up to the Jack Stone era,
The early 2000s had also something with clothes called"LEGO wear", also shoes but just from Nike,
Clicits in 2003, what now is DOTS,
the lack of a Pirate play theme
what else did I miss ?"
It did slip your mind about the US$620 million in Operating Profit they just announced for the first half of 2020. Funny that.
Much like any business, to grow LEGO needs to expand into new markets and to try new things. Often those new things are just variations of what they've tried and failed at before, something you should know all about given you want LEGO to resuscitate a dead theme like Pirates.
LEGO is not opening a shoe factory, nor is it wanting to be known as an artisanal cobbler. They just are putting their name on a shoe. It's a low risk and low effort way of advertising their brand.
I do not buy stuff just because it has LEGO logo on it... and I don't even like Adidas... I stay focused on what I really love about TLG which is BRICKS (surprise surprise).
I rather spend another 100 quid on a good set whether this is something vintage or recent.
I don't get these pointless cooperations...
Lego Yeezys!!! XD
Definitely going to be parting these out.
Remember TLG’s short-lived collaboration with Kellogg’s on fruit snacks in the shape of LEGO bricks? These were later pulled from the market over safety concerns. Apparently children were having trouble telling which bricks were safe to eat and which were not...
@The_Chosen_1:
Really? How would they compare to, say...Chucks? While they have soles made of flexible concrete, Chucks are about the perfect width for me.
Even if I wasn't limited to what I can put on my feet (thanks flat feet and sciatica!), I'm still not sure I'd want to get., especially if I'm wearing them every day. MIGHT be a little more convinced if they partnered with Asics...
I struggle to wear shoes with laces, but someone on Twitter recently made me aware of no-tie elastic "laces" that fit through the holes and secure the shoes, which means I might actually get to enjoy these after all. And these will probably be a little more affordable than the various Levi's products that are coming out as well. Looking forward to it!
Don't wear trainers/ runners. Lego branding won't change that.
lmao imagine caring about what brands you wear instead of just getting cheap clothes from the nearest discount store so that you can save more money for actual sets
I saw on promobrick something similar with... Levis? or something they get a 8 by 8 flexible rubber? plate attached and a back of tiles to decorate them like you want.
Why!? Who needs this? Why not focus on your color consistency instead?
Haven't they already done this a year ago with Nike
https://thesolesupplier.co.uk/news/nostalgics-vibes-feature-on-the-lego-x-nike-sb-dunk-low/
, or are these going to be 18+ in a black shoe box?
@bwallfsu said:
"
Really? My wife bought me the Vader ones for my birthday, and they extremely comfortable (to me). Maybe I just have skinny feet or something? ??
"
Yes, you have! I went through most of the brands when I got into ultra-running. The adidas trainers were tossed after a 6 mile run. The toebox is so narrow it rubbed the skin off my little toes! Ouch. Inov-8 caters for my foot anatomy, so yay!
As for this partnership: not even remotely interested... I'd rather spend the money on bricks.
@Alatariel said:
"Oh dear, are they venturing off again into these obscure realms that almost caused their bankruptcy in the early 2000's? "
Not similar at all. At that time they were refocusing their complete business away from the iconic brick. Today's collaborations involve somebody in Marketing/an external agency working together with e.g. Adidas on the product those partners create.
No TLG set designer, element designer or anybody in manufacturing is spending much time, if any at all, on these collaborations.
There's hardly, if any, risk for TLG in these collaborations. If the products don't sell, they just get less licensing fees.
@ambr said:
"Haven't they already done this a year ago with Nike
https://thesolesupplier.co.uk/news/nostalgics-vibes-feature-on-the-lego-x-nike-sb-dunk-low/
, or are these going to be 18+ in a black shoe box?"
If you took the time to read the article you linked to you may have noticed the bit where it states this is a custom product, not an officially licensed item.
@zmarkella said:
" @bwallfsu said:
"
Really? My wife bought me the Vader ones for my birthday, and they extremely comfortable (to me). Maybe I just have skinny feet or something? ??
"
Yes, you have! I went through most of the brands when I got into ultra-running. The adidas trainers were tossed after a 6 mile run. The toebox is so narrow it rubbed the skin off my little toes! Ouch. Inov-8 caters for my foot anatomy, so yay!
As for this partnership: not even remotely interested... I'd rather spend the money on bricks."
My best marathon time was on Adidas, and the ones I have now are the best I've had in a long time. So maybe you just had a bad batch.
At home I walk barefooted most of the time (and never in my life have I stepped on a piece of LEGO on the floor), in the garden I wear Crocs or sandals, and everywhere else I wear shoes from Rieker's line of "Antistress" shoes as those have turned out over the years to be the only ones my feet feel comfortable in. Therefore thanks but no thanks.
What the hell are they going to put their name on next!?
As a ZX8000 fan this is a no brainer for me, hope this release wont be too limited as the shoe world is quite complex with raffles ect (not been very lucky with this).
So any help on how to get these is welcome!!!
All Day I Dream About Sets
Sounds about right..
Even if they look amazing, I will pass. I'll save that money for other sets.
@jschwarz said:
"Remember TLG’s short-lived collaboration with Kellogg’s on fruit snacks in the shape of LEGO bricks? These were later pulled from the market over safety concerns. Apparently children were having trouble telling which bricks were safe to eat and which were not..."
I also remember Lego my Eggo; in which there were Eggo waffles in the shape of 2x4, but closer in size to Duplo.
But, I've seen a lot of specialty candy shops which carry solid-sugar candy that is the same exact dimensions as LEGO, and almost compatible.
I only purchase trainers under duress.
@bwallfsu said:
" @The_Chosen_1 said:
"I made the mistake of buying the Obi-Wan shoes from the recent Adidas x Star Wars collaboration.....the MOST uncomfortably narrow pair of shoes I've ever worn (and I don't even have wide feet). Totally bummed me out."
Really? My wife bought me the Vader ones for my birthday, and they extremely comfortable (to me). Maybe I just have skinny feet or something? ??
"
How they feel depends entirely from your alignment to the Force.
@Kazashimo said:
"What the hell are they going to put their name on next!?"
Condoms. LEGO didn’t want anyone to find out, but couldn’t prevent news of them leaking (pun intended). :~)
@Zander said:
" @Kazashimo said:
"What the hell are they going to put their name on next!?"
Condoms. LEGO didn’t want anyone to find out, but couldn’t prevent news of them leaking (pun intended). :~)
"
Studded for her pleasure
@dmcc0 said:
" @Zander said:
" @Kazashimo said:
"What the hell are they going to put their name on next!?"
Condoms. LEGO didn’t want anyone to find out, but couldn’t prevent news of them leaking (pun intended). :~)
"
Studded for her pleasure"
Packaged in a 18+ lifeless black box. 12 pcs. "Adults welcome".
@Alatariel said:
"Oh dear, are they venturing off again into these obscure realms that almost caused their bankruptcy in the early 2000's? "
No way they'll be in dire straits anytime soon, but I think Lego has grown very confident in what they can sell to the public. Wooden minifig, crowd-funded book, Ikea storage units, Super Mario, now this. . . Not Galidor by any means, but they are branching out. I'm not convinced that half of TLG's new projects and collaborations will turn as much of a profit as they want them to. However, if this Adidas merch has a very limited production, people will buy them up.
The way Lego going into collaboration with all these different companies and trying to 'invade' so many other areas of market segments with advertisements etc., are making me truly frustrated... it is not a toy company anymore which is supposed to focus on making toys that bring creativity and learning to kids. It become now a 'brand' company. This is so different than before. Yes marketing and tie-up are good for the business but there is always a need for a good balance.
Many of the sets now, technically speaking, are focusing towards detail models whereby you build it and display it, and it stop there. Most sets are using small decorative pieces which makes it easy to get lost. Combined with the detailed one-step at a time instruction, I failed to see already how does that even bring any learning or creativity when one choose to buy this toy. Plus, cramping 20 sets of Lego onto a bookshelf in order to display them, doesn't really look beautiful anyway.
MOC is something beautiful, but how many sets out there are geared towards encouraging MOCs? Truly speaking how many percentage of the Lego buyers nowadays build a set, display it, and then longing to buy another one just to go through the same experience again? How many will take it apart and create something new? Lego knows exactly the business and how to earn more and more through encouraging the 'build and display' approach, which undoubtedly is one of the best in the market (no question about this).
There are still quite a few sets that I like and will buy, but other than that I will choose not to be a fanboy and not to get brain washed anymore, it's just the way how I see Lego now (and honestly speaking, how the company has forced me to see it this way in recent years).
Me: Hey Lego, maybe you can focus on improving your quality and set desig...
Lego: ADIDAS GETS LEGO, IKEA GETS LEGO, LEVIS GETS LEGO, YOUR DOG GETS LEGO!
@Hitscan said:
" @Alatariel said:
"Oh dear, are they venturing off again into these obscure realms that almost caused their bankruptcy in the early 2000's? "
No way they'll be in dire straits anytime soon, but I think Lego has grown very confident in what they can sell to the public. Wooden minifig, crowd-funded book, Ikea storage units, Super Mario, now this. . . Not Galidor by any means, but they are branching out. I'm not convinced that half of TLG's new projects and collaborations will turn as much of a profit as they want them to. However, if this Adidas merch has a very limited production, people will buy them up.
"
The thing is, Lego right now is mostly making money of of adult fans, that's why they are catering so much to them right now with ridiculously priced display models rather than playsets and other educational and creative building sets, that's why Lego is doing so good right now. They are not making money, because they are making good sets for children. They are making money, because they MADE good sets for children in the past. By that, they are very much neglecting the audience of children tho. This means, that there will be a huge decline about 10-15 years from now, because that's about the time, when all the children, that were not Lego fans, would be coming out of their dark ages. Lego is being ran, like about any other larger company right now. Very focused on profits right now and completely ignorant of the future.
Do they have size EU 48?
@zmarkella:
Not all shoes are made the same, not even if they're the same brand. Every shoe is built around a "last", which creates the shape of the interior. Brands may use multiple different lasts for shoes that are marketed as the same size, and any shoe built around the same last should fit pretty much the same as any other. The problem is, very few shoe companies actually advertise their shoes by what last they're built around, and the only one I happen to know of that does is Redwings, for their work boots. I've got a pair of Nike Air Force 1's that I've just about worn through the sole on the heels, but when I went shoe shopping I found that the AF1 still feels comfortable, but other Nike shoes don't take more than standing up to realize it'd be like walking with C-clamps on my feet. Still others fit pretty much the same as the AF1. So, they make men's shoes using lasts in at least two different shapes, depending on what type of shoe you're looking at.
@Hitscan:
To be fair, all the weird stuff seems to do pretty well. It's the regular sets that can be hit or miss these days, and that seems to largely depend on how popular the theme ends up being more than the merits of the individual set designs.
@audiobean:
They've still got PAB at the LEGO Stores, PAB online, and Bricks & Pieces online. That's all pretty much exclusively for MOCs. Bulk packs also tend to favor free-builds over sticking to the instructions. If you're an AFOL who is even remotely MOC-minded, you're probably capable of figure out how to get started on your own without being entirely dependent on them to give you an encouraging push. Kids are either going to dive in on their own, or they might need someone to point out that deviating from the instructions is allowed. Alt models on all 20th century set boxes were good for this reason, but the downside is that they often left kids frustrated for seeing a model that they might prefer to build over the official one, and no instructions on how to accomplish it. Multi-build sets, like Creator 3-in-1, are a helpful median ground for that reason, as it shows that, unlike a basic puzzle, you can use the same parts to build as many things as your imagination can think of, but you get instructions for how to build everything you see on the box.
@PjtorXmos:
They're doing fine with kids in the US. What you're likely experiencing is the effects of them figuring out that there are far more lucrative markets than Germany, so they've stopped focusing on catering to that market. 20 years ago, Germany got bumped off the throne by the US when Star Wars sets hit the stores. Right now, based on the comments I've seen, I would be surprised if Germany is still in the top five, and give it another decade and they'll probably be out of the top ten completely. As their focus shifts elsewhere, Germans switch to other brands. As Germans stop buying LEGO product, there's less reason to chase German customers. You're in a starvation cycle with no real way out. Even if they stumble on a theme that's popular with the US or China, but that Germans love even more, it's still not going to be enough to shift the entire market in that direction.
@Snazzy_Bricks said:
"Didn't they try this in the 80's and it was a flop?"
What's old is new again, right? Maybe they're banking on nostalgic style or maybe the shoe game is on a completely different level than in the 80s where people are willing to drop hundreds on a pair. As for myself, no thanks just not my style.
What I find interesting is just recently, Nintendo released Super Mario themed shoes to celebrate SMB's 35th anniversary. Then this happened. Are all the big name kid companies going through a "Let's Make Shoes" phase? Not that I object...