Nike
ACG
Implementing the Worn to Be Wild relaunch across North America
As part of Nike ACG’s global relaunch, we partnered closely with the Nike North America Brand Creative team to roll out the Worn to Be Wild retail directive across priority doors including Grove, Chicago, Boston, San Francisco, Bellevue and Las Vegas.
The objective was to launch ACG in an iconic way that amplifies awareness, fuels authenticity and spotlights the power of ACG innovation.
We worked in lockstep with the Nike team: following their directive closely; adapting assets where required and introducing additional touchpoints that strengthened product storytelling, without deviating from the campaign system.
Nike HOI acted as the pinnacle expression of the campaign. Other North American stores flexed the toolkit proportionally, maintaining clarity while responding to spatial constraints.
From early design alignment through to high-fidelity renders and production files, we ensured the toolkit translated seamlessly from guideline to physical environment.
Each store required a bespoke approach to ensure consistency and clarity of approach. We retained the core campaign elements such as typography and the Base Camp visual world while adjusting scale, placement and sequencing to suit individual layouts.
Details included a mirrored pyramid displaying the core materials of ExpeDRY™ to showcase the compressibility of the jacket. Also a rock structure with a shoe suspended mid-air, highlighting the lightness of the shoe against the weight of the stone.
With ACG’s return to performance, we wanted to ensure innovation was at the forefront of the visual design. The strength of the relaunch lay in its clarity and consistency.
Where opportunities arose, we introduced considered moments to deepen engagement that were always anchored in the toolkit. These included enhanced product displays, layered innovation callouts and spatial framing that clarified performance benefits.
The tone remained aligned with Born to Be Wild - technical, confident and expressive within the established aesthetic.
We ensured key product stories, such as Ultrafly 2 and Lavaflow, were clearly communicated through structured graphic systems and strong product emphasis.
By working closely with the Nike North America Brand Creative team to implement the toolkit with discipline that was appropriate for each location, the environments were able to reinforce the brand’s renewed technical focus with a clear visual language.
The result was a cohesive relaunch across North America which was unified in message, and carefully adaptive in execution.
The SP26 relaunch successfully reintroduced ACG as a true outdoor performance brand within the North American marketplace.
Credits:
Nike:
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, Hiu Man Law, Wendy Guan, Ari Joseph
North America Visual Merchandising Team: Ashley Houston, Jessie Palacio
Retail Creative Agency: Rosie Lee Creative
Retail Build & Install Partners: BRDG Studio, Rock Steady Inc, Bridgewater Studios, Infinity Images
Digital Creative Agency: Uncanny Valley Studio
House of Innovation Styling props: Local Stranger Workshop
Animal Prop Creation: Shop Cat NYC
Retail Environment Photography: Dorothy Hong and Victory Creative.