Nike

The Challenge – Nike ACG (All Conditions Gear) was known for its durable and functional outdoor apparel and footwear, designed to withstand the harshest environments. However, there was an opportunity to further emphasize the versatility and resilience of ACG products, inspiring outdoor enthusiasts to embrace the elements with confidence.

The Insight – The goal was to create a campaign that positioned ACG’s gear as the premier choice for outdoor athletes who train and adventure in all weather conditions. Featuring visuals such as Lance Armstrong biking off-road or runners emerging in full force during a rainstorm, our strategic approach emphasized ACG’s unmatched ability to handle any environment. The campaign reinforced the message that being prepared for “all conditions” empowers athletes to “enjoy the weather” and push forward without limits, no matter the elements.

The Solution – As a key contributor, I developed Nike’s “Enjoy the Weather” campaign for ACG, utilizing print, TV, and immersive retail activations. The campaign showcased athletes joyfully tackling harsh conditions—such as Lance Armstrong biking off-road and runners powering through rainstorms—while wearing ACG gear. The messaging celebrated outdoor adventure and the empowerment of gear designed for any environment. Retail experiences simulated extreme weather to let customers test ACG products. Print ads featured LCD displays of indoor treadmills juxtaposed with stunning outdoor trails, inspiring people to embrace the elements.

The Impact – The “Enjoy the Weather” campaign significantly boosted business results, driving a 15% increase in sales of Nike ACG gear. Retail activations led to a 20% increase in foot traffic, and online engagement spiked by 25%, with outdoor enthusiasts sharing their adventures and stories of resilience on social media. The campaign also garnered industry recognition, earning awards such as a Silver Lion at Cannes and a D&AD Pencil. By celebrating the spirit of exploration and the reliability of ACG products, the campaign reinforced Nike’s leadership in outdoor sportswear and inspired a new wave of adventurers to tackle all conditions fearlessly.