Name: Nike 搶攻戶外市場大作戰！ (Nike Races to Capture the Outdoor Market)
Uploaded: 2026-02-22T21:39:36.000Z
Duration: 7 min 27 s

Milan, Italy, one of the design capitals of the world.

義大利米蘭，是全球的設計之都之一。

Its narrow and winding medieval era streets now doubling as global runways of luxury Gucci, Prada, La Russa, Miani among the glitzy storefronts.

這裡狹窄蜿蜒的中世紀街道，如今成了 Gucci、Prada、La Russa、Miani 等品牌的伸展臺，櫥窗裡盡是閃耀的精品。

But beyond the outdoor catwalks, the Via montanapiglioni, Brera and Tortona.

但除了戶外的時裝秀，還有 Via montanapiglioni、Brera 和 Tortona。

US based sportswear company Nike is choosing to strut its stuff in a revival for its All Conditions gear line, an almost 40 year old sub label that in February was elevated to a standalone brand akin to Jordan or to Converse.

美國運動品牌 Nike 選擇在這裡展現其 All Conditions gear line 的復興，這個近 40 年的副牌，在二月被提升為獨立品牌，就像 Jordan 或 Converse 一樣。

It's a formalization of ACG as a dedicated outdoor performance brand that Nike CEO Elliot Hill felt was best appropriate to unveil at the 2026 Winter Olympic Games in Italy.

ACG 正式成為一個專注戶外性能的品牌，Nike 執行長 Elliot Hill 認為在義大利舉辦的 2026 冬季奧林匹克運動會是最佳的發表時機。

These sport moments are critically important to our brand and frankly to the industry.

這些運動時刻對我們的品牌，甚至整個產業都至關重要。

They're tent pole moments, whether it's an Olympics and a Winter Olympics, a World Cup, a Super Bowl, NBA All Star Game and frankly, they're really, I think, galvanizing moments for our teams.

這些是重要的時刻，無論是奧林匹克運動會、冬季奧林匹克運動會、世界盃、超級盃、NBA 全明星賽，老實說，我認為這些時刻能真正激勵我們的團隊。

Internally, it's also a reflection of the core ethos Hill has pushed since taking over as CEO in late 2024.

在內部，這也反映了 Hill 自 2024 年底接任執行長以來一直推動的核心精神。

Everything Nike does should focus on the athlete and athletic performance.

Nike 所做的一切都應該聚焦於運動員和運動表現。

We thought there was no better place to do it than here in Milan when the eyes of the world were watching.

我們覺得沒有比這裡更好的地方了，當全世界的目光都聚焦在米蘭的時候。

There's no question that there is a movement to getting outdoors, whether it's in China or Europe or the United States.

無庸置疑，戶外活動正蔚為風潮，無論是在中國、歐洲還是美國。

And we looked at the overall outdoor market and the opportunity that exists there.

我們檢視了整個戶外市場，以及其中存在的機會。

Think ultramarathons, rock climbing, mountain biking.

像是極限馬拉松、攀巖、登山自行車。

It is in fact booming, posting a record 181 million participants in 2024 with trail running a key driver.

事實上，戶外運動正蓬勃發展，2024 年參與人數創下 1.81 億人的紀錄，越野跑是主要推動力。

And that is exactly where Nike sees opportunity in its outdoor comeback.

這正是 Nike 在戶外市場復出之際看到的機會。

So we decided to go after that through the lens of trail running, which is a point of strength from us where we can bring innovation to the market and newness and freshness, and

是以，我們決定透過越野跑這個我們擅長的領域來實現這個目標，我們可以在這裡為市場帶來創新、新穎和新鮮感，

decided to do it with the ACG brand because there is some awareness already around that brand.

並決定與 ACG 品牌一起實現，因為這個品牌已經有一定的知名度。

ACG's roots, they go back decades, to the late 1970s when mountain climbers Rick Ridgeway and John Ruskelli scaled K2 in Nike long Distance Vector running shoes.

ACG 的根源可以追溯到數十年前，也就是 1970 年代末，當時登山家 Rick Ridgeway 和 John Ruskelli 穿著 Nike Long Distance Vector 跑鞋攀登了 K2。

Legend has it that they mailed the worn out shoes back to Nike with suggestions for how to make them more rugged and durable for extreme outdoor conditions.

據說他們將穿舊的鞋子寄回 Nike，並提出瞭如何讓鞋子更堅固耐用的建議，以應對極端的戶外條件。

That correspondence led to the introduction in the early 80s of the lava Dome.

這封往返信件促成了 80 年代初期 Lava Dome 的推出。

The approach and the magma though the actual ACG branding that didn't come about until 1989.

這種做法和 Magma，雖然實際的 ACG 品牌直到 1989 年才出現。

The line partly because some of the marketing decisions Nike made would eventually suffer from consumer misperceptions about what ACG was exactly supposed to be.

這個系列之所以如此，部分原因在於 Nike 的一些行銷決策，最終會因為消費者對 ACG 的實際定位產生誤解而受挫。

It was later discontinued, then relaunched more than a decade ago, but

它後來被停產，然後在十多年前重新推出，但

struggled to regain its footing within the quirky counterculture community of outdoor enthusiasts.

在戶外愛好者獨特的次文化社群中，一直難以重拾昔日風采。

ECG has been through some fits and starts, and I am curious as to why.

ACG 經歷了一些起伏，我很想知道為什麼。

There hasn't been that continuity in the brand with anything.

So you think about the outdoor world with a little bit of an attitude and a swagger, with an element and an approach around design and innovation.

所以你可以想像，戶外世界帶有一點態度和自信，在設計和創新方面融入了獨特的元素和方法。

Are you at risk of maybe alienating some of those folks who just kind of want to be on the fringe?

會不會冒著疏遠那些只想站在邊緣的人的風險？

No, I think, I think that's an, that is a risk if we just showed up as the big bad Nike.

不會，我想，我想如果我們只是以一個大壞蛋 Nike 的形象出現，那才會有風險。

But I think this team, they live and breathe this space so they understand it deeply.

但我認為這個團隊，他們對這個領域是感同身受、全心投入的，所以他們非常瞭解。

One of those team members is Martin Lottie, Nike's chief design officer.

其中一位團隊成員是 Nike 的首席設計官 Martin Lottie。

In a push of the button, you can just release the air and then it adapts to your needs.

按一下按鈕，你就可以釋放空氣，然後它就會適應你的需求。

From the inflatable Air Milano jacket to the radical airflow shirt worn by ultra marathoner Caleb Olson, the design team at Nike is relying on, yes, design, but

從充氣式的 Air Milano 外套到極限馬拉松選手 Caleb Olson 穿的極簡氣流襯衫，Nike 的設計團隊不僅依賴設計，

also on science and technology to make a mark.

還依賴科學和技術來創造影響力。

It goes from bigger holes to smaller holes and it creates hundreds of air vents.

它從較大的孔洞變成較小的孔洞，並創造了數百個通風口。

So these holes aren't just for show, they're not just for design.

所以這些孔洞不只是為了好看，不只是為了設計。

It's literally physics in play here of imagine air being funneled through a funnel and it actually helps you to create, cool down the body.

這完全是物理學的應用，想像空氣透過漏斗被引導，這實際上能幫助你達到身體降溫的效果。

The balance of physics and fashion is central to Nike's process under Lottie.

在 Lottie 的領導下，物理學與時尚的平衡是 Nike 的核心流程。

He is, after all, the man behind that iconic little black dress that Maria Sharapova Wore at the 2006 U.S.

畢竟，他就是瑪麗亞莎拉波娃在 2006 年美國網球公開賽上穿的那件標誌性小黑裙的設計者。

It was a thin head turning, tennis taboo breaking garment that was both athletic performance wear and the statement of high fashion.

這是一件引人注目、打破網球禁忌的服裝，兼具運動性能與高級時裝的宣言。

Lahti has walked that line for decades, this year creating a custom head to toe look for Italian tennis phenom Jannik Sinner.

Lahti 幾十年來一直在走鋼索，今年為義大利網球天才 Jannik Sinner 量身打造了從頭到腳的造型。

Lahti's work, it reflects an effort to stand out in a crowded marketplace.

Lahti 的作品反映了他努力在競爭激烈的市場中脫穎而出。

One where industry surveys show trail runners are increasingly opting for competitors like Patagonia, Hoka and Smart Wool.

在這個市場中，行業調查顯示越野跑者越來越傾向於選擇 Patagonia、Hoka 和 Smart Wool 等競爭對手。

If you think about the outdoor industry, it's pretty serious, very top of mountain.

如果你想到戶外產業，它非常嚴肅，非常頂尖。

So with acg, it allows us to bring an attitude to it with high performance all at the same time.

所以有了 ACG，我們就能同時注入一種態度，並兼具高性能。

You've been with the company for what, almost 30 years now as a designer?

你在公司擔任設計師多久了？將近 30 年了？

There was a period in recent years where a lot of people said the company kind of Got a little boring.

近幾年有一段時間，很多人說公司有點變得無聊了。

Maybe it wasn't being as risky, if you will.

也許是不夠冒險，如果你願意這麼說的話。

And I do wonder, under the new leadership and under the new conditions that we're seeing right now, are you taking risks?

我很好奇，在新領導和現今的環境下，你們是否在冒險？

You know, if you think about our heritage of the brand, it's about taking calculated risks.

你知道，如果想想我們品牌的傳承，那就是關於承擔經過計算的風險。

Athletes take calculated risk every single time they go on the court, pitch or on the ski slope.

運動員每次踏上球場、投球或是滑雪坡時，都會承擔經過計算的風險。

Like if we truly listen to the voice of the athletes, that's what we do.

像是如果我們真正傾聽運動員的聲音，這就是我們所做的。

I don't think you can ever just elbow your way in.

我覺得你不可能只是靠硬擠進來。

And part of the sport offense is small, cross functional teams working against a consumer segment, in this case trail running.

而且運動進攻的一部分，就是小型的跨功能團隊，針對特定消費者族群，像是越野跑。

We have a really talented team that comes to work every single day and thinks about the trail running consumer.

我們有個非常有才華的團隊，每天都來上班，思考越野跑的消費者。

I mean, there are a lot of names that already dominate Salomon.

我的意思是，已經有很多品牌主導了 Salomon。

Is this strategy of going for that outdoor consumer, Is that actually playing offense or you.

這種針對戶外消費者的策略，是在進攻，還是你在追趕其他人？

You catching up to the rest of the folks?

我們其實有個座右銘，就是永遠都要進攻。

We have actually have a maxim that says on the offense always.

所以團隊絕對是從進攻的角度來處理，並確保我們帶來新的、新鮮的觀點。

And so the team's definitely approaching it from an offensive perspective and trying to make certain that, you know, that we're coming with something new, fresh perspective.

forgive my French, but there was some mantra going around, some memo saying create epic.

請原諒我說話直白，但當時有個口號在流傳，有個備忘錄說要創造史詩。

That's one of the mantras coming out of that building.

這就是從那棟建築裡傳出來的其中一個座右銘。

And I keep telling this team, run, don't ask for permission, ask for forgiveness.

我一直告訴這個團隊，放手去做，別問準可，事後再道歉就好。

And they're bringing some really interesting things to the marketplace.

他們也為市場帶來了一些非常有趣的東西。