Nike has chosen the 2026 Winter Olympics as the perfect stage to relaunch its 37-year-old outdoor brand, ACG (All Conditions Gear). Team USA athletes are wearing the gear on the Olympic slopes, sparking global attention for a brand that many casual consumers may not have heard of before.
The revival comes as Nike aims to strengthen its sports performance offerings and tap into a growing outdoor lifestyle and fashion segment. Google Trends shows that searches for “Nike ACG” have surged during the Olympics, signaling heightened public interest.
ACG’s History and Niche Appeal
ACG originally launched in 1989 as a performance-focused collection for trail running, hiking, and outdoor activities. Unlike Nike’s mainstream lines such as Air Jordan, ACG remained a niche product, generating modest revenue.
However, the rise of outdoor-inspired fashion trends, such as gorpcore, has created the perfect moment for a revival. The timing of this relaunch aligns with both a fashion resurgence and the practical performance focus that Nike has been emphasizing under CEO Elliott Hill’s leadership.
Olympic Exposure Drives Online Buzz
Nike unveiled the Team USA ACG collection on January 28, 2026, and the brand has been trending online ever since. According to data analytics firm PeakMetrics, conversations on X (formerly Twitter) mentioning ACG and the Olympics spiked 273% between January 30 and February 6, ahead of the games’ opening ceremony in Milan.
The Olympics have amplified the visibility of ACG. Social media engagement is climbing, with athletes wearing the brand while competing and posting updates. Google searches for “Nike ACG” have also hit record highs during the first weeks of the Winter Games.
ACG Expands Beyond Team USA
Nike’s Olympic strategy is not limited to American athletes. Italian tennis star Jannik Sinner was featured in an ACG campaign, wearing a custom outfit that garnered nearly 200,000 likes on Instagram. The ACG Instagram account has grown to over 48,000 followers since its launch on February 2, showing that social media engagement is a key part of the relaunch strategy.
The collection features a full lineup of outerwear, base layers, and shoes designed for trail racing and hiking. These products have been visible on Team USA athletes throughout the Olympic competitions, blending functionality with a streetwear-friendly aesthetic.
Nike’s Strategic Pivot Under CEO Elliott Hill
This approach mirrors other recent high-profile campaigns. For instance, women athletes were featured in Nike’s return to the Super Bowl advertising stage in 2025, marking the company’s first Super Bowl ad in 27 years. Nike has also restructured its stores and internal operations to emphasize performance gear, including outdoor and trail-focused products.
The ACG relaunch reflects CEO Elliott Hill’s vision for Nike, which focuses on performance-oriented sportswear rather than lifestyle fashion alone. Hill, who took the helm in October 2024, has emphasized performance gear as the core of the brand’s mission.
Future Plans for ACG
Nike’s efforts extend beyond marketing. The company plans to open its first standalone ACG store in Beijing in February 2026, a move signaling its commitment to building ACG into a global outdoor performance brand.
Scott LeClair, vice president and general manager of ACG, stated in a January press release, “ACG has the foundation to shape the future of outdoor performance while pushing into spaces that feel fresh and unexpected. It is going to be a fun ride.”
This relaunch positions ACG at the intersection of performance and fashion, appealing to both outdoor enthusiasts and the growing community of gorpcore fashion followers. By leveraging the Olympics, Nike is ensuring the brand gains maximum visibility and credibility in the competitive outdoor market.
Conclusion
Nike’s relaunch of ACG at the 2026 Winter Olympics demonstrates a strategic push to combine performance, fashion, and athlete endorsement. With Olympic exposure, social media engagement, and plans for a dedicated retail presence, ACG is poised to capture a new generation of outdoor enthusiasts and streetwear fans alike. As Nike continues to emphasize performance under CEO Elliott Hill, the Winter Olympics may prove to be the perfect launchpad for ACG’s second act.