Nike launches first ACG Base Camp in Beijing

Nike Inc officially opened the world's first standalone store for its professional outdoor performance brand, ACG (All Conditions Gear), in Sanlitun Taikoo Li, Beijing.

Dubbed the "ACG Base Camp", the store aims to bring outdoor experiences indoors, offering an immersive retail concept that blends product, adventure, and community engagement.

With nearly 40 years of history, ACG continues to focus on three core categories: trail running, hiking, and outdoor exploration. Nike has positioned ACG as its performance outdoor brand across all activities, with trail running under the Nike Trail initiative and an expanding line of hiking-focused apparel.

Fitz Paccione, general manager of ACG for Nike Greater China, said the launch marks a fresh start for the brand, with "a clearer positioning in professional outdoor performance", noting the importance of the Chinese market.

"We are full of confidence in the development potential of Chinese outdoor sports and will continue to invest and grow together with the vast outdoor community," he added.

The new store in Beijing serves as a community hub, offering programs that range from outdoor events and product trials to talks by outdoor experts.

"It's important to us that this is not just a retail destination, but a true consumer destination — a place where people can gather and then head out into the wild," Paccione said.

To coincide with the store opening, ACG hosted "ACG Terrains — Full Speed Trail Run" from Feb 28 to March 1. Over a hundred outdoor enthusiasts boarded the "ACG Wild Express" to the mountains of Jinshanling.

Nike ACG plans to expand similar events to other major Chinese cities, including Shanghai and Shenzhen, Guangdong province.

Paccione said their strategic approach in China combines product development, local events, and standalone stores to strengthen its presence.

For example, its sponsorship of the Ultra-Trail Chongli race aligns the brand with one of the country's premier trail-running events. On innovation, the company introduced the Radical Airflow. Nike conducts extensive product testing in China, leveraging the Nike Sports Research Lab (NSRL) in Shanghai, which focuses on the specific needs of Chinese athletes. (Source: China daily)