Nike reintroduces ACG for a new generation of explorers

Nike is reigniting its legendary outdoor spirit with the full-scale reintroduction of All Conditions Gear (ACG) – a dedicated performance brand for athletes who thrive on challenge, adventure, and connection in the wild.

Built on a four-decade legacy of serving the world's most adventurous athletes, ACG returns with its founding mission: to deliver inspiration, motivation, and high-performance gear for those who push their limits in all conditions. This relaunch marks Nike’s renewed commitment to enabling outdoor exploration, driven by a bold vision for the future of trail and mountain performance.

“This is a defining moment in ACG’s history — a recommitment to all conditions and an invitation to athletes: unplug, get outside and explore,” said Scott LeClair, VP/GM, ACG. “ACG has the foundation to shape the future of outdoor performance while pushing into spaces that feel fresh and unexpected. It is going to be a fun ride.”

ACG will lead with innovation centered on the trail athlete. The lineup includes purpose-built footwear like the flagship ACG Ultrafly and rugged ACG Zegama, alongside technical apparel such as the Radical AirFlow racing top and Lava Loft down jacket.

Significantly, Nike Trail is now integrated into ACG, allowing the brand to leverage Nike’s unparalleled running heritage to fuel performance for outdoor athletes of all levels.

ACG is deepening its roots in the trail community through its All Conditions Racing Department—a growing roster of elite athletes dedicated to speed and exploration. New members for the season include Hiroki Kai (Japan), Hyunji Kang and Minchul Ko (Korea), and Jennifer Lichter, Takako Takamura, and Adam Merry (US). They join an established team of 22 athletes who help prototype, test, and refine future ACG innovations.

The brand is also expanding its support of the global trail ecosystem. Beyond title sponsorship of the Chongli 168 Ultra Trail, ACG has added partnerships with iconic independent events such as the Broken Arrow Skyrace and Gorge Waterfalls.

Marking a major retail milestone, ACG will open its first dedicated standalone store this month in Beijing’s Taikoo Li Sanlitun. Dubbed the "ACG Base Camp," the space is more than a store—it’s a physical manifestation of the brand’s exploratory spirit, designed to reimagine gear for a new generation. Complementary activations at Nike stores worldwide will further bring the outdoors in, serving athletes wherever they explore.

A new brand voice and campaign will further bring ACG’s identity, vision and passion to life, inspiring outdoor exploration and thrill while priming athletes everywhere for the adventure ahead.

MARKETING-INTERACTIVE has reached out to Nike for more information. 

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