Nike is executing a decisive return to its technical roots, reintroducing All Conditions Gear (ACG) as a standalone outdoor performance brand on February 3, 2026. A part of Elliott Hill, CEO’s ‘Sports Offense; strategy, this maneuver seeks to capture a larger share of the global outdoor clothing market, which is projected to grow to $20.95 billion by the end of 2026. Central to this offensive is the inauguration of the ‘ACG Base Camp’ in Beijing’s Taikoo Li Sanlitun, a dedicated retail destination serving as a physical manifestation of the brand’s rugged identity.
Consolidating performance and elite testing
In a significant structural shift, Nike has folded its specialized Nike Trail category entirely into the ACG umbrella. This integration leverages Nike’s legacy in road-running technology -specifically the ZoomX foam and carbon-plate architecture found in the new ACG Ultrafly - to deliver high-speed performance for the trail. To validate this technical gear, the brand has expanded its All Conditions Racing Department, a 22-athlete elite squad tasked with prototype testing. This is a recommitment to the wild, stated Scott LeClair, Vice President and General Manager, ACG, emphasizing a focus on three core pillars: hiking, trail running, and exploration.
Strategic market positioning and partnerships
The relaunch coincides with a 4.5 per cent rise in technical textile demand as consumers move from urban ‘gorpcore’ fashion toward authentic outdoor participation. Nike is securing this enthusiast base through title sponsorships of premier independent races, including the Broken Arrow Skyrace and the Chongli 168 Ultra Trail. While Nike's overall direct-to-consumer revenues faced a 9 per cent decline in Q2, FY26, the high-performance running segment grew over 20 per cent, providing a clear financial mandate for the ACG pivot. By aligning with events like the Milano Cortina 2026 Winter Olympics, Nike aims to restore its identity as the premier innovator for athletes navigating the world's most demanding environments. Launched in 1989, ACG is Nike’s specialized division for all-weather, all-terrain apparel and footwear. It targets high-performance trail runners and hikers across key markets in North America, Europe, and Asia-Pacific.
Growth and financial outlook
Under the ‘Win Now’ action plan, Nike is diversifying its portfolio to reach a $40 billion long-term export and retail target. ACG serves as the primary vehicle for high-margin, technical apparel growth, aiming to reclaim market share from specialty outdoor rivals.
