All Conditions Gear — Season 1

Retail Design | Branded In-Store Destination

Apparel that holds up to the toughest conditions

In 1989, Nike moved into the outdoor market, launching their ACG (All Conditions Gear) division. The collections were developed in tandem with a team of athletes and mountain guides. They helped design the collection by testing them during training and on expeditions. To succeed, Nike needed a marketing campaign capitalizing on this elite group of product developers to appeal to everyday athletes.

Donatelli > Creative Direction, Photo Direction

Steve Bonini > Product Photography

Beeline > Agency