Nike and LEGO collab: Is this the hottest new opportunity in reselling?

One announcement in 2024 that was honestly unexpected was the collab between two legendary brands in the form of Nike and LEGO. The two giants shared press releases of their collab, with a snippet of what’s to come.

I really didn’t expect to wake up to this back in August, but here we are. While there are no LEGO x Nike items out yet, the two have mentioned that we should expect something in 2025. Hence why I wanted to write up this post.

I’ll go over everything you’ll need to know about the collab and really focus on the reselling side of things since these brands have a huge second-hand market behind them. Plus, I’ll let you in on some tips to prepare for when their first product inevitably drops.

What is the new collab between LEGO and Nike?

So, first of all, let me tell you a little bit more about this unexpected partnership.

Back in August 2024, LEGO and Nike co-announced their multi-year partnership to “reimagine how creative play and sport can unite”. While this is just some good ol’ marketing, I think it’s worth decoding it a bit further.

For one, the PRs have stated that the two brands will create both co-branded products and experiences. So, Nike shirts with LEGO branding? Nike and LEGO-focused Fortnite events? Maybe some IRL experiences? We don’t know just yet. 

This is a great way for both brands to stay relevant. Nike will manage to break into a younger market, as well as an older generation of LEGO collectors. On the other hand, LEGO will be able to capture the teen/young adult demographic. Why does that matter in our case?

Well, this will open up a much larger reselling market for both brands. Of course, the extent of the collab is still up in the air, so my guess is as good as yours. That said, I do want to share my ideas so that you can come back to this and roast me when I get it wrong.

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What will the Nike x LEGO partnership look like?

For starters, I definitely expect some form of Nike x LEGO Jordans, both the shoe and brick versions. If these are limited editions, I can see some good value in them.

Also, I noticed a pretty large focus on the experiences side of things on both brand press releases. Maybe LEGO will release some larger sets for the outdoors with some interactive features. Something like a small-scale Nike-branded basketball court?

Of course, I also expect some more general products, like LEGO-themed clothing made by Nike. But, these will probably not be as valuable in terms of reselling.

I know that I’ve thrown the words “value” and “reselling” a lot so far. That’s because both brands separately have a lot of value in their reselling markets, so I expect the same for the collab. 

How valuable are they individually? Let’s quickly go over that.

How valuable is LEGO reselling?

The LEGO market is one of the most valuable when it comes to reselling. I know this might sound weird, especially if you’ve never looked into it before. Why would kids pay double the MSRP for a specific set?

That’s the main thing, though. LEGO reselling is almost entirely targeted to adults who collect LEGOs and either want specific sets or want to finish their collection of a specific collab between LEGO and another brand or media.

For reference, adult fans of LEGO (AFOLs, for short) pay premium prices for sets. The market mostly has limited editions and old, discontinued sets rather than new releases, contrary to the Nike market, which I’ll look at below.

Now, in terms of prices, you can expect something pretty similar to just about every other reselling market. Some sets sell for 6x, others for 3x, but even a 2x in the price you bought the set can be considered good.

As for the market as a whole, it is a bit different. Even if you have a limited edition LEGO set, reselling it will take a lot of time. The optimal strategy is to wait at least a couple of years after the set is discontinued before selling. So, this year, in 2025, most sets being sold will be from 2020-2021 or earlier.

At the same time, many resellers suggest you wait even longer, even up to a decade, before selling a discontinued set. That’s normally because most sets are widely available when they’re out, so demand grows exponentially when they’re discontinued.

Essentially, the value of LEGOs is based on collectibility. It’s just like trading cards. A rookie card of Michael Jordan is much more valuable today than it was back when it came out.

So, to answer your initial question, the LEGO reselling market is pretty valuable. But you’ll need to invest quite a bit upfront and wait for some time before you can make a profit. Thankfully, though, many buyers won’t need complete sets but rather a few specific pieces.

This allows you to make even larger profits, as you can sell individual pieces at a premium and offer discounts for sets while still making a profit.

There are plenty of platforms to sell LEGOs online, but you’ll find most luck through BrickLink and eBay, the former of which is a marketplace and the latter is… well, eBay.

My tips for reselling LEGO bricks would definitely be to look around for deals. Since you’ll be holding onto these for a while, it’s best to find good discounts, use gift cards and coupons, and generally go to different retailers.

The funny thing is that when it comes to Nike reselling, things are almost completely different.

How valuable is Nike reselling?

Reselling Nike shoes has been pretty hot for the past few years, and it’s not going to slow down. The demand is huge, as everyone from ages 13 to 50+ is getting into sneakers. The main difference between LEGO and Nike in terms of reselling is that, while demand is high, the supply is usually not enough.

That’s why you might find pairs going up to $10k+. That’s also why pairs can usually be sold at a huge premium right after you buy them, and they generally lose value over time. 

In essence, their prices are based on hype, and as time passes, the hype inevitably dies down. Of course, they might become relevant again after a few years, but again, it’s all based on hype.

In general, shoe reselling, and Nike specifically, is short-term rather than long-term. Most of the time, when you secure a new release from a retailer, the pair’s value will go up as soon as you leave the store.

When comparing LEGO and Nike, they are almost complete opposites. There’s a lot more variety in LEGO, whereas the shoes with the most value from Nike are, almost always, Jordans (either 1s or Dunks).

Also, since Jordans’ prices are based on hype, it’s a rather risky investment unless you're well-prepared. You can’t just go to your local Foot Locker and expect to find a pair that will have double or triple resale value.

Again, that doesn’t mean they aren’t valuable. Nike reselling is one of the most valuable markets you can hop into right now. It’s just that you’ll need to do your due diligence and have sneaker bots to secure new releases online or an insider at a retailer.

The reality is that you can expect a very good return from just about any pair that has some hype behind it. The collabs between Nike and Travis Scott can go for up to 10x the price right after they come out. Even a regular pair of Jordans can net you 3x-4x from the get-go.

As long as you prepare adequately, have a good set of sneaker bots, and are a bit lucky, you can make a whole reselling business out of this.

Now, why did I go over all of this? Well, the collab between Nike and LEGO might blend the best of both worlds and be the next big thing in reselling. Do I expect that to 100% be the case? Not necessarily. 

But I do think that this collab will have some good resale value.

Why the LEGO Nike collaboration can be a good resale opportunity

While both LEGO and Nike are good resale opportunities on their own, I believe that they’ll be even better in their collab. It’s quite simple, honestly.

Both brands already have a reselling market

Nike and LEGO have already proven they dominate in their respective reselling spaces. LEGO sets are selling for loads, Nikes are going for thousands.

Now, imagine these two combining. You’ve got LEGO collectors, sneakerheads, and casual fans all competing to grab whatever this collab brings to the table. That demand alone can drive resale prices through the roof, especially if the items are exclusive or hard to get. 

The hype speaks to a very wide audience

While LEGOs aren’t hype items, the collab might end up making them. They appeal to adults who grew up with the brand and kids who are discovering it for the first time. 

Similarly, Nike knows how to connect with the rest of the audiences. Teenagers wanting to become hypebeasts, sneakerheads willing to camp out for days, and older generations who love its classic styles.

And that’s exactly why I think the collab will be great for resellers. It bridges different communities. You’ll have adults buying for nostalgia. Kids begging their parents for the latest drop. Resellers stocking up because they know the hype will be insane. 

With such a wide appeal, the chances of these products selling out instantly and you making a nice profit are almost a given.

They’re merging physical products with digital experiences

I want to focus on one thing about LEGO - Video games. There are tons of LEGO games and game experiences (ie LEGO Fortnite). And, considering that both brands emphasized “products and experiences” in their press releases, this could mean anything from exclusive events to games, or even LEGO-based sneaker customization tools.

For example, what if they release a buildable LEGO basketball court with Nike branding (like I mentioned above) and tie it to a mobile app? Or imagine a limited-edition sneaker that comes with a digital LEGO set for your avatar in Fortnite. 

These kinds of cross-platform experiences could add an extra layer of collectibility, especially for younger audiences.

Unique, innovative products like these would send resellers into a frenzy. Not only are they collectible, but they also tap into the novelty factor, which is always a big driver in reselling.

Getting ready for the LEGO Nike releases – What you need to look out for

So, I’ve mentioned why I think that the collab will be a success and a good reselling opportunity. But now’s the time to get ready for it. Here’s what you’ll need to know to be well-prepared as a reseller.

Limited editions

This is probably the most important point. If LEGO and Nike drop anything marked “limited edition” or “exclusive,” you’ll want to act fast. Limited runs almost always sell out instantly and skyrocket in value on resale platforms. 

Think about past limited-edition Nike releases, like the Travis Scotts and Cactus Jacks or the LEGO Adidas Originals Superstar set. The hype was so intense that people were reselling them within hours for hundreds, if not thousands, of dollars above retail. Expect the same (or even more) when this collab finally drops.

New products and experiences

One thing to keep an eye on is how the collaboration could go beyond the obvious. Sure, a LEGO-themed Nike sneaker or a co-branded LEGO set is expected. There are even people sharing brick versions of Jordans on the LEGO Ideas website. 

But what about more experimental products? A sneaker that doubles as a LEGO-compatible base? Or exclusive, high-tech sets like a buildable drone with Nike branding?

I’ll tell you that these usually fly under the radar at first but can become highly sought after once word gets out. So, make sure you’re scanning forums, social media, and product leaks to spot these before the general public catches on.

Potential collabs between other brands

Here’s where it gets interesting. This LEGO x Nike partnership could lead to other unexpected crossovers. What if they bring in Marvel, Star Wars, or Disney? A LEGO set featuring a Spider-Man-themed Nike shoe? Or a Star Wars sneaker with buildable LEGO add-ons?

These kinds of crossovers would bring even more collectors into the mix, driving up both demand and resale value. Plus, the added fandom factor (Marvel fans, Star Wars fans, etc.) could expand the buyer pool exponentially.

Staying up-to-date with new releases

You already know that reselling is all about timing. What you should do, first and foremost, is follow LEGO and Nike’s official channels, sign up for their newsletters, and turn on post notifications on their social media accounts. Many times, the first announcement of a drop comes directly from the brands themselves.

But, even then, you might not spot leaks or get confused about when an item is actually dropping. Hell, even if you’re 100% ready, you won’t be able to get any of these items online, as they’ll get instantly sniped by sneaker bots.

That’s where a reselling community can help you out.

Check out reselling communities on Whop for more reselling opportunities

When the first LEGO Nike collab product finally drops, you’ll want to be ready to pounce. With the right strategy and preparation, this could be your next big opportunity in reselling.

But, without the right alerts and sneaker bots, this will be near impossible. That’s why you should check out some reselling whops.

All of these communities are run by expert resellers who are closely looking into both the Nike and LEGO markets and are expecting a lot from the new collab. Plus, within these whops, you can connect with other resellers who share tips, tools, and even insider info on upcoming drops.

These communities also have exclusive access to discount codes, early links, and sneaker bots that can actually get you the items you need. And, of course, reselling whops are a great way to stay informed about trends and potential collabs, so you’re always one step ahead.

If you’re ready to take advantage of the new Nike LEGO collab to the fullest, join a reselling whop today. Simply create your account on Whop, choose the community that fits you best, and purchase a membership.