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.
Nike worked with Donatelli, in conjunction with Beeline, to create a seasonal refresh campaign that would maximize this design and field-testing opportunity. This included creative direction, photo direction. Photography by Steve Bonini.