Nike NKE Seeks to Regain Trail Running Lead with New Shoe Launch

Nike is set to launch a new trail running shoe, the Ultrafly, as part of its outdoor sub-brand ACG, to tap into China's growing love of trail running and accelerate sales. The shoe is expected to go on sale next Spring. Nike's stock was higher in pre-market trading, despite only a 1% increase this year. The global recreational and outdoor products market size is valued at $137.7 billion and is estimated to grow at an annual rate of over 5.7% from 2025 to 2034. China is a key market for Nike, but the company has faced challenges due to competition and the stuttering economy.

Nike (NKE) is making a strategic move into the growing outdoor leisure market with the launch of a new trail running shoe, the ACG Ultrafly. The company plans to unveil this shoe at the Ultra-Trail du Mont-Blanc event, with a 2026 spring release [1]. This initiative is part of Nike's effort to reposition its ACG sub-brand as a key player in the trail running shoe sector, aligning with CEO Elliot Hill's strategy to refocus on core sports like running amid competition from smaller brands [1].

The outdoor leisure market, including activities like hiking and camping, has surged post-pandemic, especially in China where interest in outdoor activities like trail running has significantly increased [1]. Nike's lag in these markets has contributed to its declining share in the global sports apparel sector. The company faces stiff competition from brands like Salomon and Hoka, which have excelled in the trail running category [1, 2].

Nike's challenge is significant, as brands like Salomon and Hoka have excelled in the trail running category. With the ACG brand, launched in 1989, Nike aims to capture long-term growth in China, where the outdoor apparel market is rapidly expanding despite recent sales declines. The company faces stiff competition and economic challenges in the region, impacting consumer spending [1].

Nike's stock was higher in pre-market trading, despite only a 1% increase this year. The global recreational and outdoor products market size is valued at $137.7 billion and is estimated to grow at an annual rate of over 5.7% from 2025 to 2034. China is a key market for Nike, but the company has faced challenges due to competition and the stuttering economy [1, 3].

References:
[1] https://www.gurufocus.com/news/3074981/nike-nke-targets-outdoor-market-with-new-acg-ultrafly-trail-running-shoes
[2] https://www.reuters.com/world/china/nike-eyes-china-growth-with-outdoor-sports-revamp-center-2025-08-22/
[3] https://www.tradingview.com/news/reuters.com,2025:newsml_L6N3UE0MT:0-nike-eyes-china-growth-with-outdoor-sports-revamp-at-the-center/