Nike relaunches All Conditions Gear brand, plots Beijing store
Nike Inc. has officially relaunched its All Conditions Gear (ACG) line as a standalone outdoor performance brand, signalling a strategic shift to deepen its presence in technical trail and outdoor markets. The move includes a renewed focus on trail running, hiking, exploration and other outdoor pursuits, and coincides with plans to open the first ACG-dedicated retail space — the ACG Base Camp — in Beijing’s Taikoo Li Sanlitun shopping district this month. ACG, originally launched in 1989, has a four-decade history as Nike’s specialist label for rugged, performance-oriented gear built to endure diverse environments. After periods of limited activity in recent years, the refreshed ACG reintegrates Nike’s Nike Trail product line and expands its mission to focus squarely on athletes and outdoor enthusiasts who demand gear capable of handling “all conditions.” Outdoor Performance at the Forefront Under the reimagined strategy, ACG’s product range emphasises high-performance footwear and apparel designed for off-road environments. Key offerings include updated trail shoes such as the ACG Ultrafly and ACG Zegama, as well as purpose-built apparel like technical tops and insulated jackets engineered to withstand extreme weather and terrain challenges. Nike has also expanded the All Conditions Racing Department, a collective of elite trail and outdoor athletes who will help shape future product development through real-world testing and performance feedback. Beijing’s ACG Base Camp: More Than Just a Store The first dedicated ACG retail space — dubbed ACG Base Camp — is scheduled to open this month in Taikoo Li Sanlitun, a vibrant Beijing shopping and cultural destination. Far beyond a traditional shop, Nike markets the Base Camp as a “physical manifesto” of the brand’s ethos — a space where community, exploration and gear innovation converge. Nike intends for the Base Camp to act as a hub for the brand’s outdoor narrative, offering immersive experiences and serving as a focal point for trail athletes and outdoor enthusiasts. The concept is expected to evolve over time, with additional activations planned at select Nike stores worldwide. Strategic Context and Industry Impact The ACG relaunch comes amid Nike’s broader “Sports Offense” strategy, which aims to sharpen its focus on core sports performance and reinvigorate sub-brands with meaningful identities that resonate with specialised athlete communities. By consolidating trail and outdoor performance under the ACG banner, Nike looks to compete more directly with established outdoor brands while reinforcing its technical innovation narrative. Analysts see the decision as part of Nike’s efforts to reinvigorate growth in categories that blend lifestyle appeal with authentic athletic performance — and to deepen engagement in key regions, particularly Asia, where outdoor sports participation and premium gear demand have been rising.
Nike Inc. has officially relaunched its All Conditions Gear (ACG) line as a standalone outdoor performance brand, signalling a strategic shift to deepen its presence in technical trail and outdoor markets. The move includes a renewed focus on trail running, hiking, exploration and other outdoor pursuits, and coincides with plans to open the first ACG-dedicated retail space the ACG Base Camp in Beijing’s Taikoo Li Sanlitun shopping district this month.
ACG, originally launched in 1989, has a four-decade history as Nike’s specialist label for rugged, performance-oriented gear built to endure diverse environments. After periods of limited activity in recent years, the refreshed ACG reintegrates Nike’s Nike Trail product line and expands its mission to focus squarely on athletes and outdoor enthusiasts who demand gear capable of handling “all conditions.”
Outdoor Performance at the Forefront
Under the reimagined strategy, ACG’s product range emphasises high-performance footwear and apparel designed for off-road environments. Key offerings include updated trail shoes such as the ACG Ultrafly and ACG Zegama, as well as purpose-built apparel like technical tops and insulated jackets engineered to withstand extreme weather and terrain challenges.
Nike has also expanded the All Conditions Racing Department, a collective of elite trail and outdoor athletes who will help shape future product development through real-world testing and performance feedback.
Beijing’s ACG Base Camp: More Than Just a Store
The first dedicated ACG retail space dubbed ACG Base Camp is scheduled to open this month in Taikoo Li Sanlitun, a vibrant Beijing shopping and cultural destination. Far beyond a traditional shop, Nike markets the Base Camp as a “physical manifesto” of the brand’s ethos a space where community, exploration and gear innovation converge.
Nike intends for the Base Camp to act as a hub for the brand’s outdoor narrative, offering immersive experiences and serving as a focal point for trail athletes and outdoor enthusiasts. The concept is expected to evolve over time, with additional activations planned at select Nike stores worldwide.
Strategic Context and Industry Impact
The ACG relaunch comes amid Nike’s broader “Sports Offense” strategy, which aims to sharpen its focus on core sports performance and reinvigorate sub-brands with meaningful identities that resonate with specialised athlete communities. By consolidating trail and outdoor performance under the ACG banner, Nike looks to compete more directly with established outdoor brands while reinforcing its technical innovation narrative.
Analysts see the decision as part of Nike’s efforts to reinvigorate growth in categories that blend lifestyle appeal with authentic athletic performance and to deepen engagement in key regions, particularly Asia, where outdoor sports participation and premium gear demand have been rising.
