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Disrupting the Winter Olympics.
Releasing the Wild. Igniting What’s Next.
With the relaunch of Nike ACG, we didn’t simply return to the wild — we reclaimed our place. At the heart of the relaunch was a clear strategic shift: moving people from the city into the wild. At a cultural moment dominated by the Winter Olympics, ACG cut through by reasserting its founding truth: the wild doesn’t wait for permission, rules, or podiums.
We brought the untamed spirit of ACG back to life through a bold, connected ecosystem that fused pinnacle retail, wild on-the-ground activations, and scaled digital storytelling. Together, these touchpoints reintroduced ACG not as nostalgia, but as a forward-looking outdoor brand rooted in performance, irreverence, and exploration.
Run of Show.
1.22
NOTIFY ME
1.29
MILAN MARKETPLACE
2.2
DIGITAL ECOSYSTEM
2.5
REST OF EMEA MARKETPLACE & INTEGRATED MEDIA
2.5 - 2.9
ACG EXPRESS
2.9 - 2.11
DROP CITY
2.11 - 2.13
EXHIBITION OF S.P.E.E.D
Worn to be Wild.
Inspired by the raw, imposing landscape of the Dolomites — a place where jagged rock, biting cold, and sudden weather shifts demand total respect.
A great mix of styles across Run, Hike & Explore and with Ultrafly and Lava Loft as key innovations.
Pinnacle Retail.
With a renewed ambition to return ACG to its roots, we built a unified, elevated, and disruptive retail expression. Building on the global directive, we pushed stores further, turning them into immersive environments that reintroduced ACG’s wild, outdoor‑driven identity through bold storytelling, elevated styling, unexpected details, and moments of discovery.
And because ACG is never just serious and technical, we layered in playful touches, crafted irregularities, and wild moments that invite consumers to explore, smile, and step into the adventure.
Retail Activations.
ELIUD KIPCHOGE APPEARANCE, COMMUNITIES MEET & GREET AND MEDIA SESSION
BEBE & JIGGY PODCAST RECORDING
OUTDOOR COMMUNITY RUNS WITH EKINS AND VIBRAM CLINICS
NIKE DIRECT STD DEMAND
Integrated Media.
We earned the trust of the Wild Ones first, then built momentum at scale. Targeted field reports showed up where credibility matters most, while the ACG Ultrafly as key innovation stayed visible across high‑reach running and interest channels to drive sustained consideration.
In the first 7 days, the campaign achieved
Digital Launch & All Conditions World Immersive Experience.
1. Create Product Lust
STORYTELLING ON OUR OWN CHANNELS
NEW ACG LANDING PAGE WITH ORANGE MODE ENABLED
BUILDING NEW ACG AUDIENCE
First 7-days of Hero Styles Ultrafly and Lavaloft generated $115K and $77K demand respectively
2. Get them into the Wild
An immersive digital gateway into the wildest expression of ACG, co-created with our athletes & communities.
ALL CONDITIONS EXPRESS INTEGRATION
ALL CONDITIONS EXPRESS IN HAND
CAN'T GET ON THE TRAIN? NO FOMO HERE - JUST PEEP THE CCTV FOOTAGE!
FIND THE
EASTER EGGS!
3. X-Functional Amplification
NIKE STORES
NIKE SOCIAL MEDIA
STRAVA
CREATORS
COMMS
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MILAN, LONDON,
BARCELONA, PARIS
@NIKELONDON
@NIKE_PARIS
@ACG
EMEA5 CHALLENGE
LOCAL COMMUNITY
SEMENTS
PAID MEDIA PLAN: 8 CREATORS (EMEA5)
OUTLANDER
MAGAZINE
4. Elevation in Nike Ecosystem
All Conditions Express.
ACG truly became ‘Your Ticket to the Wild’. We transformed a heritage Italian train into the All Conditions Express — a rolling basecamp, community hub, and first-class brand experience that turned the strategy “From City to the Wild” into a literal expedition.
The Wild Ones.
BEBE VIO
JANNIK SINNER
ELIUD KIPCHOGE
CREDIBILITY PERFORMANCE
AND INSPIRATION
REACH AND
CULTURAL AUTHORITY
CULTURAL RELEVANCE
AND CREATIVITY
BUZZ AND
ENERGY
EXTEND REACH
AND CREDIBILITY
AUTHENTICITY
AND ENGAGEMENT
Anticipation and FOMO was key…
Blowing their minds with the wildest details
on the way to the wild and back…
Once in the wild, we took them on an adventure with a lot of laughter… and a Yeti.
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The way back was all about connecting, relaxing and recovering.
Our creators brought their audiences along with them
FRANCIS
814K VIEWS
JIDE
66K VIEWS
JAMES
12K VIEWS
RAHEL
14K VIEWS
CAMILLA
7K VIEWS
Now that we re-launched the social handle we ensured to capture the full adventure end to end..
@ACG & @NIKE
(INSTAGRAM STORIES)
How it was perceived?
Let's hear from the guests themselves…
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From Milan to EMEA to the World
After reintroducing All Conditions Gear, through key Comms partners and opinion leaders, as a dedicated outdoor-performance brand, we invited 15 comms partners to join the adventure and retrace the immersive journey and intentions behind the All Conditions Express through organic and editorial support – We extended and pushed visibility beyond Comms partners attending the experience to strengthen global impact.
Social Listening
All Conditions Express content drove strong visibility and positive conversation online, with engagement concentrated in high‑credibility news environments and community‑led spaces like Reddit.
ACG Ultrafly 2 SP.
For Ultrafly 2 SP, Energy reframed ACG’s trail heritage through counterculture. With Mental Athletic, performance became rebellion and innovation became expression — elevating the shoe from product to cultural statement at the edge of sport and culture.
As a Result:
Exhibition of S.P.E.E.D
Spazio Maiocchi (Mostra di Velocità)
At Spazio Maiocchi, Nike Energy transformed Ultrafly 2 SP from campaign into lived experience. Exhibition of S.P.E.E.D., developed with Mental Athletic, compressed a 100km ultra-trail into a 150-meter loop inside a cultural space. Not spectacle, but exposure. Not wilderness as backdrop, but wilderness as attitude.
Wild Broadcast.
Shot in the Wild, in true ACG spirit, the ACG Broadcast brought strategy to life—real athletes, real product, real confidence, and a lot of fun. ACG is back where it belongs. P.S. Has anyone found the goat that was lost on set?
ACG On Campus.
We relaunched ACG and brought the wild back to EHQ. Impactful window wraps, a basecamp‑inspired Dome for Olympic viewings, and trail‑running and mountain‑bike sessions infused the quirky, playful ACG spirit into campus while encouraging people to get out and explore
Team Collaboration.
Our very own wild ones—integral to making this re‑launch a success, and having an absolute blast while doing it.
Previous wild ACG moments
In case you missed it, here are the ACG Hockey Cortina
and ACG Inter Milan recaps 🔥
ACG x Hockey Cortina
ACG x Inter Milan
See you in the wild...
All Conditions Gear
KEEP IT TIGHT © 2026 NIKE RUNDOWN
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