Nike x ACG
Sr. Art Director
Agency | W+K 上海 (Wieden + Kennedy Shanghai)
ECD | Matt Meszaros
CD | Ken Tsuchiya
Art Director | Marina Choy, Fu
Copywriter | Kasey, Debashish, Trane
Brand | Lauren Wilson
Strategist | Anna Chan, Ruby
Client | Nike
‘Wild Ones’ Spotted at the Hong Kong 100
In February 2026, Nike reintroduced ACG: All Conditions Gear, the brand for all things outdoor performance. We tapped into its roots of trail running at its finest, and with new trail running partnerships and the opening of its first ACG Base Camp in Beijing, we decided to kickstart the campaign by hijacking the Hong Kong 100 (Ultra Marathon) ACG style.
This thrill-seeking, bad ass brand goes off road in ways that make my shins hurt. Mud sliding, sweat dripping, trail running commitment that needed to be commended in more ways than one. That’s why we hijacked the ultra marathon with ACG base camp trucks, seeding kits, an ACGuy, and more!
We wanted to show trail runners just how serious(ly fun) we were about running wild, and this is just the start.
