Nike ACG
ACG Evolution
ACG Evolution is a re-branding strategy, which leverages the label as a high level marketing tool to strengthen Nike’s position in pioneering sustainable innovation by launching a radical product innovation, the Oxyfy collection. With this project I graduated from the Amsterdam Fashion Institute.
ACG means all conditions gear and new conditions require new solutions.
To enhance human performance, we need to improve the conditions of our playing field. ACG understands that strengths not only arises from the athlete, but is linked to the environment they’re moving in. Inspired by natures interdependencies, ACG Evolution rethinks garments as ecosystems that enable synergy between the human body and his/her environment. By connecting the athlete to the elements, rather than solely protecting from them, ACG uses the power of nature to accelerate the athlete’s performance and the condition of their territory.
concept
16 breaths per minute. 960 breaths an hour. 23,040 breaths a day. Limitless power?
In the urban space, clean air has become a rarity. With 50 000 early deaths alone in the UK, pollution has become one of the biggest health risks in the world’s metropoles. ACG aims to improve this crucial condition in order to unleash the full potential for optimum performance in the urban space. Therefore, the brand launch collection introduces an air purifying textile technology – the Breath.
THE OXIFY collection is inspired by the most essential micro processes on earth – the oxygen production of plants and their symbiosis with the human breath.
product innovation
process
To uncover the brand’s potential, I began with an in-depth exploration of the market and current consumer trends. These insights laid the foundation for reshaping the brand’s communication strategy, rethinking both the concept and its visual identity.
For the new direction, I developed a launch collection inspired by the oxygen symbiosis between humans and plants—a poetic nod to the interconnectedness of all living systems.
Rooted in the belief that nature is the ultimate designer, I envisioned a collection where clothing becomes an active participant in the ecosystem, fostering harmony between us and our environment.
The process began with close observation of plants—their leaf structures, shapes, and ingenious functionalities. From these studies, I translated organic forms into innovative textures and biomimicry-inspired features, creating designs that feel both alive and in sync with the natural world.
