Nike wants to strengthen its presence in outdoor sports and to do so it is relaunching the All Conditions Gear (ACG) brand, launched in the late 1980s and specialized in trail running, hiking and adventure activities. And to achieve this, the sports brand is developing a marketing strategy that focuses on experiences and innovation in retail.

With this, the brand opens a new chapter in its turbulent history. Since its arrival on the market until now, All Conditions Gear (ACG) has experienced several relaunches and unstable evolution in the European and Asian markets. Now, he hopes to once again captivate athletes who seek challenge, adventure and connection with nature with a proposal that, according to a statement, aspires to “offer inspiration, motivation and high-quality equipment for athletes who challenge their limits in all conditions, whether on trails or in the mountains”.

ACG invites the wild

Aware that the category has transformed in recent years and that the marketing strategies of its rivals, such as The North Face or Columbia, have become more sophisticated, All Conditions Gear has opted to build a new brand discourse and tone of voice. This is expressed in an advertising campaign worked together with the creative agency Wieden+Kennedy Portland, and with which it encourages sports lovers to explore their wildest side.

“This is a defining moment in ACG’s history. It represents a renewed commitment to sport in all conditions and an invitation to the community of athletes: disconnect, get outdoors and explore.“said Scott LeClair, Vice President and CEO of ACG, in a statement.”ACG has the foundation to shape the future of outdoor sports, and now it is entering spaces that are new and unexpected. It’s going to be a fun trip“.

Adventure in the All Conditions Gear stores

That trip is putting the focus on the retail channel. The brand, according to Nike in a statement, has opened its first independent store in Beijing, in the Taikoo Li Sanlitun shopping center, called ACG Base Camp. Nike describes it as the embodiment of the ACG spirit, reinventing equipment for a new generation and returning to the brand’s exploratory roots.

This spirit is what we have sought to capture in the points of sale, whose design has focused on bringing nature indoors. Thus, as the company has shared through LinkedIn, the traditional elements of the stores have been replaced by sculptural constructions inspired by the terrain; rough textures that expose the footwear, and organic and irregular shapes that invite visitors to explore the space.

The interiors of stores in Paris, Milan, London or New York feature rock shapes that evoke mountains, mannequins in positions and levels that reflect outdoor sports, natural details or even animal sculptures, such as bears and goats. All of this is combined with the brand’s corporate orange and environments that emulate the interior of tents or high-tech shelters.

The design of the stores is not only designed to emphasize the mission and values ​​of the brand, decorate the spaces or offer a differential experience. It also has functional and informative purposes, and the arrangement of the elements and the information they provide help to understand the way in which the products have been designed and manufactured to offer performance and comfort to lovers of outdoor sports. This is how Jason Johnson, Marketing coach at Nike House of Innovation, explained it from the brand’s new store in New York.

An All Conditions Express train

ACG has taken advantage of the celebration of the Winter Olympic Games in Milan and Cortina d’Ampezzo to communicate the relaunch. There it activated the All Conditions Express, a branded train that left Milan’s central station to Pian dei Resinelli, a town near Lake Como. Designed by Nike’s internal team, each car has been conditioned to convey the brand’s adventurous spirit and its proposal for outdoor sports.

The train has been conceived as a mobile base camp for athletes and, in this sense, has sought to provide a fully functional experience, all based on the idea that All Conditions Gear must work in real environments. Nike’s intention has been to materialize its brand promise and transcend communication into a real connection with athletes. What’s more, the activation included, among others, the Italian fencer Bebe Vio and the tennis player Jannik Sinner.

Thus, the cafeteria has been redesigned, inspired by classic alpine shelters, with tall wooden tables; while in other cars souvenir shops have been established with t-shirts, postcards, patches, stickers, bags and other branded merchandising. The train also included a recovery area with several seating options, including a large multi-person sofa bed, hanging chairs and upholstered swivel chairs, as well as binoculars for viewing the scenery. Other carriages included an equipment storage room, and a miniature version of the train.

As part of the strategy, ACG has also announced the sponsorship of events related to its field of activity, such as the Chongli 168 Ultra Trail race, in China. It has also announced its participation as a partner in the Broken Arrow Skyrace competition, in California; and the Gorge Waterfalls race, in Columbia, in a demonstration of its commitment and continued support of the trail running industry and, specifically, independent trail running events.

ACG at the Olympic Games

Nike and ACG have been responsible for the equipment of the United States delegation for the Winter Olympic Games. According to the company in a statement, the collection is inspired by the landscapes surrounding Colorado Springs, headquarters of the United States Olympic and Paralympic Committee. Additionally, some pieces include the iconic American bald eagle, evoking national pride.

The core pieces of the collection are the Therma-FIT Air Milano jacket, which allows each athlete to adapt thermal control according to conditions; and the reversible Therma-FIT ADV skirt, inspired by the mountains of Colorado and designed to be worn alone, layered, or even as a blanket to sit on. Also worth noting are the new ACG Ultrafly, a high-performance shoe model.