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Agenda-setting intelligence, analysis and advice for the global fashion community.

What Is Nike Doing With Its ACG Label?

The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.
Nike's ACG logo on a pyramid that looks like the planet Earth in the middle of space.
Nike has completely remade its ACG brand into something centered more around performance. (Courtesy of Nike)

Usually, brands use the Olympics to introduce an up-and-coming athlete ambassador or hype a new version of their hero product. But this year at the Milano-Cortina games,

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Mike Sykes
Mike Sykes

Mike Sykes is the Sports and Fashion Correspondent at the Business of Fashion. He is based in Washington, D.C. and is laser-focused on covering the sportswear world where it intersects with fashion, tech and more.

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