US sporting goods manufacturer Nike Inc. is continuing its sports-focused transformation with the relaunch of the All Conditions Gear (ACG) brand. The sportswear giant called the revival a “renewed commitment to outdoor performance.” The focus is on trail running, hiking and expeditions.
In addition to a revised marketing strategy, ACG will open its first store in the Taikoo Li Sanlitun shopping center in Beijing this month. The location, called “ACG Base Camp,” is intended to serve as a “physical manifesto” of the brand spirit for a new generation. This identity should also be reinforced through further campaigns in Nike stores worldwide. The company wants to appeal to outdoor athletes more comprehensively.
It’s not Nike’s first attempt to revive the performance-oriented brand. The label launched in 1989 with great success and benefited from specialized product lines. However, ACG’s popularity waned in the mid-1990s. After previously ceasing production, Nike attempted to relaunch the brand in 2014 under the new name NikeLab ACG. At that time, the identity was changing from traditional hiking gear to a more urban, technical clothing collection.
However, this latest “reintroduction” now signals a return to ACG’s roots. It is in line with the strategy that Nike is currently pursuing across the company. Under the leadership of CEO Elliott Hill, the US group has set out to revitalize its status as a high-quality, sports-oriented company with its “Sports Offense” program. A particular focus is on specific sports segments. A more targeted approach should not only strengthen financial results, but also sharpen Nike’s identity. Athletes are placed at the center of decisions and marketing in order to increase demand.
ACG’s history, rooted in “high-quality equipment for athletes who push themselves to the limit in all conditions,” is part of this effort. The latest rollout also further expands the “All Conditions Racing” department, a group of athletes who test the brand’s prototypes.
Nike Trail will also be merged into ACG. According to the company, this move will allow the division to draw on an “unprecedented running history.” The aim is to deliver innovations that increase the performance of outdoor athletes. To further support the trail area, ACG has partnered with Broken Arrow Skyrace and Gorge Waterfalls. This complements the existing sponsorship of the Chongli 168 Ultra Trail.
On the product side, ACG will focus on trail running shoes such as the flagship model ACG Ultraly and the robust ACG Zegama. The range is complemented by “purposefully designed” clothing for outdoor athletes such as the Radical AirFlow Racing top and the “Laca Loft” down jacket.
This article was created using digital tools translated.
FashionUnited uses artificial intelligence to speed up the translation of articles and improve the end result. They help us to make FashionUnited’s international reporting quickly and comprehensively accessible to a German-speaking readership. Articles translated using AI-based tools are proofread and carefully edited by our editors before they are published. If you have any questions or comments, please email [email protected]
