Grammy-winning artist H.E.R. and Olympic gold medalist Suni Lee have joined forces in a groundbreaking partnership aimed at challenging gender stereotypes in building and creativity. The collaboration, centered around the LEGO Group’s initiative to redefine who gets to build, brings together two influential women from different fields to inspire youth, particularly girls aged 9 to 12, to see themselves as capable builders and creators regardless of gender.
The partnership culminated in the “She Built That Sports Club” event, held on September 6 and 7 at STORIED NYC, where Lee served as a mentor to participating children. During the two-day event, Lee shared personal stories of determination and resilience while engaging directly with children through hands-on building activities and inspirational talks. The sessions were specifically designed to dismantle the common gender bias that frames builders as traditionally male, a stereotype that LEGO’s research has identified among children.
Lee’s role extended beyond simply promoting LEGO products; she actively worked to foster confidence in young participants by drawing parallels between overcoming challenges in gymnastics and building creative projects. The initiative reflects how artists like H.E.R. often create diverse income streams through brand partnerships while maintaining their core artistic identity. The collaboration showcases how brand storytelling can effectively connect with targeted audiences while promoting positive social change. Lee demonstrated how gymnastics routines are built piece by piece, similar to LEGO sets, creating a relatable connection between her sport and the building activities. Her experience as a female athlete who has faced similar stereotypes in sports made her message particularly impactful for the young audience.
This LEGO partnership adds to Lee’s growing portfolio of brand collaborations, which includes endorsements with HOKA, LoveShackFancy, Cotton Incorporated, and American Eagle. Lee’s recent work with LoveShackFancy particularly highlights her ability to embody confidence and femininity in various contexts beyond athletics. These partnerships collectively reinforce her influence beyond athletics as a cultural icon who promotes youth empowerment.
The initiative responds directly to LEGO’s research showing children mainly associate “builder” with males and boys. Through fireside chats and interactive building stations, the program sought to inspire children as they begin the school year, encouraging them to explore interests in STEM, sports, and creative fields without gender limitations.
