Revamp and rebrand for Nike’s ACG lines
Nike is revamping and relaunching its urbanwear brand ACG as NikeLab ACG, a collection designed to “deliver sport utility for the city”, adapting materials from its sportswear products including Tech Fleece, Dri-FIT Wool and Flyknit.
Berlin-based designer Errolson Hugh said: “Specifically looking at athletes, there’s a stance that’s universal to all sports. In martial arts it’s often called the ‘ready’ or ‘neutral’ stance, and it’s a precursor to just about any type of movement. Your centre of gravity is neutral, but it’s dropped. Your ankles, knees and elbows are bent. You’re in a kind of half-crouch, but you’re looking forwards.
“For ACG, we began with that posture rather than the typical straight-limbed static one."
As well as apparel, the brand is launching the NikeLab ACG LunarTerra Arktos. Like its predecessor, it combines the comfort of a sneaker with the insulation and weather protection of a winter boot. In an effort to make the boot lighter, Nike designers removed the internal bootie. The outsole employs sticky rubber for improved traction. A new water-repellant mesh in the upper aids flexibility and, combined with a leather vamp and heel, helps boots stay dry in damp conditions. The thermal lining has grooves that work to store hot air, providing warmth inside the boot. The Lunarlon midsole provides cushioning.
“The collection considers the way individuals interact and pass through a city for their day-to-day business,” said Matthew Millward, Nike design director. “It’s also designed to protect these individuals from every type of weather.”
