NIKE ACG FEATURE - PART ONE
It’s great to see ACG back in the limelight. It feels like it’s been in the shadows for a while. Why was that?
Mark Parker has a great quote that says, ‘If we’re in it just to dabble, we do ourselves more harm than good.’ ACG began because a group of crazy Nike guys (Parker included) who loved the outdoors saw a niche to create something better than the competition, that was also ‘disruptive’ for the industry. Our consumers strangely and lovingly have stayed with us through the years, because visible or not, we’ve kept the innovation going. Now, we’re bringing it to the forefront again and making sure every piece has that attitude and edginess that our consumers expect.
Do you think the lack of a ‘household name’ athlete like Tiger or LeBron has kept ACG from recognition in a wider context?
Honestly? No, I don’t. The outdoors is such a massive playground with so many activities, who would kids aspire to be? A hiker? A climber? A base jumper? It’s the versatility that counts, so to tie it to a specific athlete in the outdoors would be meaningful for only a niche group of consumers. We do have some incredible athletes around the world and in their vertical sports, they are tremendous assets and their voice is extremely valuable.
Can you explain a little about the evolution of the outdoor category because shoes like the Lava Dome and Magma were released way before the official birth of ACG in 1989.
If you go back to the late ‘70s, the only options in outdoor footwear were European boots that were stiff and heavy. That’s great for hardcore mountaineers, but not everyone wants that type of product.
Check out our next feature: MATCHING YOUR KICKS AND CLOTHES!
