18 Dec Nike Rebrands Nike ACG to NikeLab ACG
Nike Inc. is rebranding Nike ACG (All Conditions Gear), its extreme-weather sub-brand launched in 2009, to NikeLab ACG with a greater focus on urban markets.
“Nike ACG is reborn as NikeLab ACG in 2014 to deliver sport utility for the city,” Nike said in a press release. “Spanning outerwear, footwear and portable storage, the collection is designed to meet the demands for mobility and weather protection in any urban setting.”
The collection will include Nike technologies such as as Nike Tech Fleece, Nike Dri-FIT Wool and Nike Flyknit along with insights from designer Errolson Hugh, co-founder of Acronym, an independent design agency based on Berlin.
“Our question was, what can we build with ACG that no one else can build?” Hugh said. “How do we ensure, beyond being technically superb, that this is distinctively Nike? We came back to athleticism, and the athlete being at Nike’s core. Setting the athlete down in the center of the urban landscape really brought it all home for us.”
The NikeLab ACG collection is available beginning Dec. 18 at nike.com/nikelab in North America, Western Europe and Japan. It will also be available at the following retail locations: NikeLab 21 Mercer NYC, NikeLab DSM NYC, Niketown New York, NikeLab 1948 LDN, NikeLab DSM LDN, NikeLab P75 Paris, NikeLab LNZ1 Milan and NikeLab DSM Ginza in Tokyo.