Born to be Wild.
ACG North America Relaunch
Rosie Lee CreativeClent:
Nike NA
North America Retail Senior Creative Director: Jenny Tondera
North America Retail Producers: Nicholas Pregler, Nathaniel Boyer, Chelsea Kopacz
North America Retail Brand Marketing: Jessica Anderson, Robin Kok, Drew Pelliccia
North America Retail Design Director: Allison Kong
North America Retail Design Team: Jen Land, His Man Law, Wendy Guan, Ari Joseph
North America Visual Merchandising Team: Ashley Houston, Jessie Palacio
Team:
Maddalena Gioglio
Victoria Jenssonnie
Digby Reed
Rosa Murphy
Danielle Hooton
Eleonora Polotti
Ray Tsang
Launch ACG in an iconic way that amplifies awareness, fuels authenticity and spotlights the power of ACG innovation.
This season reintroduces ACG as a true outdoor performance brand — built to unlock the wild in everyone. Rooted in its ’90s origins, ACG returns to real outdoor use: technical, expressive and designed for those who truly play outside.
Working in lockstep with Nike, the global toolkit was translated into physical environments — maintaining consistency in message while adapting to each store’s spatial requirements. Nike HOI acted as the pinnacle expression, with other locations flexing the system proportionally.
Each space balanced clarity with impact. Core campaign elements — including typography and the Base Camp visual world — were retained, while scale, sequencing and placement were tailored to suit individual layouts. Product storytelling moments brought innovation to life, from material-focused displays to dynamic installations.
ACG was made unmissable at retail through bold, structured journeys that reinforced cultural and emotional relevance.
Key product stories, including Ultrafly 2 and Lavaflow, were led through clear visual systems and tactile displays to communicate performance.
Best-in-class retail experiences were delivered through layered engagement and a scalable approach toward an integrated ACG marketplace.
The result was a cohesive North American relaunch — disciplined in execution, expressive in tone and firmly repositioning ACG as an authentic outdoor performance brand.