Nike ACG aims to reshape its moat in hardcore outdoor activities

Nike's phase of making a strong push in the outdoor track may be accelerating.

On February 2, Nike officially announced the rebranding of its All Conditions Gear (hereinafter referred to as "ACG") brand, declaring that this outdoor product line, born in 1989, will return to the market with a new identity as a "professional outdoor performance brand."

After years of oscillation between "urban functionality" and "retro trends," Nike has finally made the decision to bring ACG back to its original battlefield: hardcore outdoor.

For industry professionals who have long observed the sports footwear and apparel market, this shift in ACG is not surprising.

As the marginal effect of mountain-themed trends on social media gradually diminishes, the market is experiencing a logical shift from "outdoor fashion" to "performance testing." Consumers are no longer satisfied with the visual symbols of bright-colored fleece or utility pockets, but are instead focusing on functional performance in all-weather and all-terrain conditions.

This time, Nike announced that the existing Nike Trail (trail running) series will be fully integrated into ACG. Previously, Nike's outdoor products were scattered across the running and ACG lines, and the long-standing functional overlap led to a blurred consumer perception.

With a consolidated approach, ACG will build a professional matrix from the Ultrafly trail running shoes to the Lava Loft down jackets, directly targeting the three core areas of trail running, hiking, and outdoor exploration.

To support the narrative of premiumization and specialization, Nike has made a significant move on the channel side: the world's first independent store, "ACG Base Camp," is set to open in Beijing's Sanlitun Taikooli.

The establishment of the independent store marks ACG's official departure from the subordinate status of the main brand's specialty stores. Nike aims to use this as a pivot to establish a closed-loop professional community and service system.

The opening of the global flagship store in Beijing also indirectly confirms the key position of the Greater China region in Nike's global strategy.

However, at this critical turning point, Nike's China region is facing personnel changes.

Dong Wei, Chairman of Nike Greater China and concurrently the global CEO of the ACG brand, has confirmed that he will leave his position on March 31 of this year.

How to smoothly advance the independence process of ACG during the management transition period and quickly translate it into substantial sales performance after the opening of the Beijing flagship store will be one of the most closely watched topics for Nike China in the next six months