Nike ACG began in 1981, where they launched their first ‘Hiking’ line. Unusual silhouettes, combining hiking syles with athletic shoes, GORE-TEX technology and footwear and unique colour ways – the new innovative collection was groundbreaking. Up until this point, Nike hadn’t ventured far from sportswear. This new line put them along the likes of Patagonia and Columbia, as after all, there aren’t many entities that can make all conditions gear.

Nike’s knowledge and experience from decades of creating sportswear, as well as their tenacious underdog attitude set them apart from their competitors in their newfound market. The huge success of their hiking line led to a remodelling, and the official launch of ACG. This remodel allowed Nike to delve deeper into the outdoors market, venturing further than footwear and further than hiking.

‘All Conditions Gear Means All Conditions’.

Nike marketed their ACG line with the motto ‘All Conditions Gear Means All Conditions’. Their goal with the line was to break the boundaries between gear specific for any one outdoor sport. Climbing, kayaking, mountaineering, trail running and other outdoor activities were all now seen as one.