Problem:
ACG lost credibility in performance trail running as it drifted into a lifestyle brand. The next generation of trail runners, defined by grit and the joy of the struggle, are choosing brands who can prove themselves in the wild.
Solution:
During the Milan Olympics, we reestablished ACG’s performance credibility with an immersive microsite that pushed consumers off-screen and into the wild. Partnering with Strava we mapped the most rogue, off-the-grid routes, and seeded the experience with Nike Trail athletes to drive deeper exploration.
A site built to explore the All Conditions World. A dynamic, rich and weird experience. Users could tap into their favorite trails from different athletes- or go digging for fossils and hidden easter eggs.
Hidden throughout the globe experience were stories straight from the trail- athlete stories, community experiences, product showcases, and trailisms abound.
Every route shown in the All Conditions World exists out in the real world. We brought this to life through a close partnership with Strava and Nike trail athletes.
