This is the brand site for Nike ACG, the outdoor division of Nike. Nike ACG is a highly specialised business unit of Nike, focusing on the outdoor enthusiast. Nike ACG produces shoes and apparel for trail running, snowshoeing, bouldering, climbing, kayaking and more. Nike ACG’s target demographic is significantly different from that of the rest of Nike. Therefore, establishing a brand presence that speaks to Nike ACG’s customers, in a voice more suited toward the outdoor community, was a primary goal in building nikeacg.com. The site is geared toward the personal, the direct, the small. Interviews with sponsored athletes and advocacy partners pepper the site. Community service and involvement is emphasised. The site helps illustrate the love of the outdoors that binds Nike ACG to its customers.