Nike is making a renewed push into the outdoor recreation market with the launch of a new trail running shoe under its All Conditions Gear (ACG) label. The move, which begins Monday at the Ultra-Trail du Mont-Blanc ultramarathon in France, will test whether the little-known sub-brand can be developed into a meaningful growth driver.
The sportswear company is debuting an ACG-branded version of its Ultrafly trail running shoe at the event, with wider retail availability expected in spring 2026. A reworked version of the ACG Zegama trail runner is also set to follow in late 2025. Nike-sponsored athletes, including Anthony Costales, will compete in the new footwear.
Analysts said the strategy reflects a broader attempt by CEO Elliott Hill to reposition Nike around core sports such as running, at a time when its market share has been eroded by smaller rivals. Outdoor recreation, encompassing activities like hiking, camping and trail running, has grown rapidly since the pandemic, particularly in China, where sales of outdoor apparel nearly doubled between 2019 and 2025.
Morningstar’s David Swartz noted that brands such as Salomon and Hoka have gained significant ground in trail running, leaving Nike to “fight back.” He added that ACG, which launched in 1989 with hiking and biking gear but later became associated with fashion trends such as “gorpcore,” faces an uphill task in shifting perceptions.
Nike has restructured ACG as a dedicated sub-brand, with oversight given to Angela Dong, vice president for Greater China. Executives have described the opportunity in China as long-term, pointing to efforts to engage its 1.3 billion consumers in sport and fitness. However, Nike’s recent performance there has been weak, with sales declining for three consecutive quarters.
Industry researchers have highlighted the challenges Nike faces in the region, citing competition from both international and domestic players, as well as broader economic headwinds and high youth unemployment. Euromonitor data shows Nike’s global sportswear market share fell to 26% in 2025, down from 29% in 2021.
Analysts at Zacks Equity Research described China as a “challenging market” for the brand, while retail consultant Jessica Ramirez suggested Nike’s launch at a Hoka-sponsored event may be intended to assert its financial strength against smaller competitors.
