What does being in the outdoors mean to you?
I think being in the outdoors is certainly about conquering your fears, doing something that you’ve never ever done before and all the rest of it. But I really think it’s also about getting away from your daily life, having fun with your friends and doing something that maybe you don’t do all that often. The outdoors can do that for you. For instance, we could come to Moab a week later and this could be quite a different experience.
Do you remember who came up with the name ACG?
I don’t remember who came up with the three letters, ACG or All Conditions Gear. I suspect it was one of those collaborative meetings in a bar someplace and somebody probably blurted it out! I do remember when we started talking about developing outdoor products as a sort of sub-brand and using that as a platform to tell stories.
The reason I say Nike is in the story telling business is that if products don’t have meaning, if you can’t attach it to something in your life, then they’re really just sneakers and rain gear and socks and jocks. They may be cool objects of desire for a little while but they don’t have much of a life beyond that. That’s why we hire all these brilliant athletes because it’s a great way to tell stories.
Check out our next feature: MATCHING YOUR KICKS AND CLOTHES!