Nike has gone all out to relaunch ACG as an outdoor performance brand, and the Milan activation made that clear from the outset: ACG wants to be seen, felt and tested in the terrain for which it was created.
That's why they put us on a train converted into a mobile base camp to take us from the city to the Orobic Alps.
A simple concept: if ACG stands for ‘All Conditions Gear,’ prove it in real conditions.
The activation, called All Conditions Express, started from Milano Centrale and operated for four days as a link between the city and the mountains. The train, completely repainted in ACG orange, served as the starting point for a full day of immersion in trail running, hiking, products and community.
A train converted into a base camp
As soon as we boarded, the train made its purpose clear. Each carriage had a specific function:
- Basecamp Café: coffee, breakfast and the typical atmosphere of a mountain refuge.
- Gear Lab: a space to discover the new ACG product, including Lava Loft, Radical AirFlow and, of course, the Ultrafly.
- Recovery Car: an area equipped with Normatec in ACG orange, designed for recovery after the routes.
- Seating car: custom seats with complete ACG kits ready for the day.
All in line with the ACG design: functional materials, reinterpreted alpine aesthetics and extensive use of the ACG triangle instead of the Swoosh.
From the train to the mountains: from tarmac to ACG terrain
The train took us from Milan to Pian dei Resinelli, at the gateway to the Orobic Alps, where we went on trail runs and hikes guided by local experts. The weather was just as it should be: cold, damp, snowy at higher altitudes and with varied terrain, perfect for testing the new product line. Everyone was wearing ACG layers, from elite trail runners to international guests.
Testing ACG Ultrafly on its home turf
The ACG Ultrafly was one of the main focuses of the experience. Nike presented it at the Gear Lab, and then we put it to the test on alpine trails.
According to Nike, the Ultrafly was developed after 13 rounds of testing and more than 30,000 miles accumulated by athletes from the All Conditions Racing Department. Its combination of ZoomX, carbon FlyPlate and Vibram Litebase outsole seeks to balance agility, control and protection on technical terrain.
In Milan-Resinelli, the terrain had everything: rock, wet sections, loose soil and icy patches. The Ultrafly responded very consistently: good transition, stability on technical descents and solid traction in variable conditions. It is not a shoe ‘inspired’ by trail running: it is trail running, with a construction that shows that Nike wants to compete seriously in this segment.
Lava Loft: the jacket that proves ‘lightweight’ and ‘technical’ can go hand in hand
Another standout piece was the ACG Lava Loft Down Jacket, designed for intense activities in changing cold conditions. During the climb, we tested it in wind, humidity and temperature variations typical of the alpine environment.
The jacket uses ExpeDRY™ Gold insulation and AeroLoft ventilation, distributed according to a body study by the Nike Sport Research Lab. It weighs only 10 ounces and offers 700-fill, and can be stored in its own pocket until it fits in your hand. This is not just theory from a catalogue: you notice it when you go from climbing a hill in the heat to standing still in an exposed area.
An activation that reflects the new ACG strategy
The All Conditions Express was not just another promotional event. It was a practical demonstration of where ACG is headed:
- Real outdoor, with activations in demanding terrain.
- Technical product, tested in front of those who will use it.
- Clear narrative, with ACG as an independent and recognisable brand, not as an aesthetic sub-line.
- Athletes involved, from ACG Racing Department trail runners to figures such as Jannik Sinner, who joined in on the opening day.
Nike didn't just talk about performance; it put it in front of us, in an environment where the product had to work, no matter what.
Conclusion: a format that fits with ACG's DNA
Milan was proof that ACG wants to showcase its new identity in motion, in real weather and on unpredictable terrain. The All Conditions Express is exactly that: an experience where product, landscape and athletes coexist in a natural setting, without artifice.
ACG is reinforcing its message:
real outdoor, designed for conditions you cannot control.
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