Nike ACG relaunches its brand for outdoor sports
Nike has officially announced the reintroduction of ACG as a specialized outdoor-performance brand.
Nike ACG is entering a new era with the official relaunch of its “All Conditions Gear” line as a dedicated outdoor company. ACG’s renewed mission is moving beyond its recent lifestyle-focused trajectory to create high-performance footwear and apparel specifically designed for trail running and mountain environments.
ACG is relaunching with a new brand – and a new tone of voice, to reaffirm the brand’s commitment to creating premium gear for trail running, hiking, and outdoor pursuits. It also announced new partnerships with leading trail running events, including “Broken Arrow Skyrace”, “Gorge Waterfalls”, and “Chongli 168 Ultra Trail”, as well as the expansion of its all-conditions racing division, adding several new names to its already impressive roster of athletes.
All of this is embodied in a new campaign film, created in collaboration with Wieden+Kennedy Portland, which centers on a shot of the rotating Earth interspersed with short clips of Nike athletes running, snowboarding and mountain biking.
The visuals are soundtracked by a David Attenborough-esque narrator explaining that if you partake in these kinds of high-intensity activities, then “you might just see this spinning rock in the cosmos as we [ACG] see it…. A world of endless attractions, designed to push you beyond your bounds.”
The film is accompanied by ACG’s Instagram debut, the opening of its first physical store in Beijing, and the unveiling of several upcoming Nike store activations around the world.
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