LEGO continues its 90th birthday celebrations by joining the adidas Playground Milano League team
What happens if you put together sports, bricks LEGO, creative play and street art? This was revealed by LEGO Italia which, together with adidas, wants to make the summer afternoons of Milan’s children, teens and families special, keeping faith with the promise made on the occasion of its 90th birthday: to make the world the largest playground in existence. The toy company, in fact, will be the protagonist ofadidas Playground Milano Leaguethe most important streetball project ever carried out on the Milanese playgrounds by Scuola Basket Sound ASD: a container of events that populates the pitches and town halls of the city, every summer since 2018, whose common thread is the road.
LEGO joins the adidas Playground Milano League team
There are many special projects that LEGO Italy has joined: first of all, being Naming Partner of the wheelchair basketball categorywhich will take the field on 2 July at the Parco della Torre and on 3 July in via Sammartini 31. The initiative sees Giulio Maria Papi as an exceptional ambassador, player of the Italian wheelchair basketball team and ambassador of the Italian Paralympic Committee.
The big one will take place on 7 July at 2.30 pm in Piazza Minniti, in the heart of the Isola district PML’s final event, The MINALS. During the day, the winning team of the wheelchair basketball category will be awarded a special prize: a cup built entirely of bricks from Riccardo Zangelmi, LEGO Certified Professional Italian, which will be made available, together with 3D models of basketball players, to take fun photos as a souvenir of the day. Spectators will also be able to follow the construction of a real basket made entirely of LEGO elements. Finally, for fans and younger fans, a construction workshop held by the staff of Zangelmi, which will guide children in the creation of miniature baskets.
But the surprises aren’t over! On 9 July at 4.00 pm, on the occasion of THE CLOSING event, LEGO Italia will be the protagonist of the redevelopment of the playground in via Lessona, in the Quarto Oggiaro district in Milan. The new pitch has been fully restored with a LEGO theme by street artist Abel.Baelwhich already last year collaborated with the Group for the artistic and creative project born on the occasion of the launch of the iconic adidas Originals LEGO Superstar.
The words of Camillo Mazzola, Marketing Director of LEGO Italy:
The LEGO Group has always stood out for its strong ethical choices in which it strongly believes, in particular it has made a truly rigorous commitment to represent inclusivity and disability. In the year of our 90th anniversary, we are really happy to participate in such an important project for the Milan area as the Playground Milano League, an event that combines the values of sport with social commitment. We are proud to have managed to bring and make tangible, together with our partner adidas and Scuola Basket Sound ASD, organizer of PML, a small part of the LEGO world to the city of Milan. With this work we hope to convey some of the values that have always accompanied our company: the importance of play, the incentive to use creativity, the drive to always cultivate one’s passions, without ever forgetting the high road of sharing. and inclusion. For us at LEGO, making a basket means just that: contributing to building a better world for future generations.
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