Nike is making a bold move to capture the growing outdoor market with the relaunch of its ACG performance brand. CEO Elliott Hill and Chief Design Officer Martin Lotti revealed the strategy during an exclusive interview with Bloomberg in Milan, Italy. The company is betting big on outdoor enthusiasts as competition in the performance gear sector intensifies.

ACG, which originally launched in 1989, was designed for extreme outdoor conditions and has been dormant for years. Nike's decision to revive the brand signals its recognition of the surging demand for high-performance outdoor apparel. The Milan event showcased new designs and technology aimed at hikers, climbers, and adventure seekers.

The relaunch comes as consumers increasingly prioritize outdoor activities and durable, weather-resistant gear. By reintroducing ACG, Nike aims to compete directly with established outdoor brands while leveraging its global marketing power. The timing aligns with a broader industry trend toward versatile, all-terrain footwear and apparel.