For as far-reaching as Nike is in the wide world of sports, the brand’s most exciting work today routinely comes out of its ACG outdoor division. Perhaps this is because its mission of creating gear for all conditions allows (and must account) for more possibilities than the relatively controlled settings of organized sports, or perhaps the innate aggression needed for technical apparel and footwear is more naturally invigorating.
Nike ACG may even benefit from a certain level of obscurity. Although calling it a cult label may be underselling its popularity, it does operate at a distance from Nike’s primetime broadcasting and broad consumer stockists. You almost have to seek out ACG, and if you do you’re likely more open to its more daring experiments in form and function.
