Nike Aims to Revamp ACG Sub-Brand with New Trail Running Shoes for Outdoor Market.

Nike is launching a new ACG Ultrafly trail running shoe to enter the growing outdoor leisure market, aiming to reposition ACG as a key player in the trail running shoe sector. The outdoor market, including hiking and camping, has surged post-pandemic, particularly in China. Nike faces stiff competition from brands like Salomon and Hoka, and economic challenges in the region, impacting consumer spending.

Nike Inc. (NKE) is set to launch the ACG Ultrafly trail running shoe, aiming to reposition its All Conditions Gear (ACG) sub-brand as a key player in the trail running shoe sector. The move is part of Nike's broader strategy to refocus on core sports like running, following a period of declining market share.

The outdoor leisure market, including activities like hiking and camping, has surged post-pandemic, particularly in China. Nike is targeting this growing market with the ACG Ultrafly, which will be unveiled at the Ultra-Trail du Mont-Blanc event in France. The shoe is expected to be available in spring 2026 [1].

Nike faces stiff competition from established brands like Salomon and Hoka in the trail running category. The company's challenge is significant, given the economic challenges and high youth unemployment in China, which have inhibited consumer spending [2]. Despite this, Nike is optimistic about the long-term growth potential in the Chinese market, where outdoor apparel sales have nearly doubled since 2019 [3].

The ACG brand, which was launched in 1989, has been associated with "gorpcore," a fashion trend that incorporates functional gear into stylish wardrobes. However, with the launch of the ACG Ultrafly, Nike aims to reposition the brand as a serious player in performance trail running. The shoe has undergone extensive testing, with over 30,000 miles of running around the world, and will be worn by Nike-sponsored athletes like Anthony Costales [1].

Nike's strategic push into the outdoor market is part of CEO Elliot Hill's broader strategy to refocus the Nike brand on core sports. The company's lagging performance in the outdoor recreation market and in China has contributed to its declining share of the global sportswear market. By launching the ACG Ultrafly at the Ultra-Trail du Mont-Blanc, Nike may be attempting to leverage the event's prestige to boost its brand's credibility in the trail running sector [4].

In conclusion, Nike's launch of the ACG Ultrafly trail running shoe represents a strategic move into the growing outdoor leisure market. The company faces stiff competition and economic challenges in China, but the long-term growth potential in the region makes this a significant opportunity for Nike.

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