08.Nike - ACG UTMB
ACG Relaunch
Chamonix
Aug 2025
Collaboraters:
AmsterdamBerlin
Teasing the ACG relaunch via the ACG Racing Department at UTMB.
We transformed the ACG (Sentier) store in Chamonix into a lived-in athlete basecamp, grounding the relaunch in authentic functional performance. This narrative and aesthetic direction was so successful it was adopted as the Global Retail Direction for all future ACG locations, setting the tone for the brand’s outdoor evolution.