“Our question was, what can we build with ACG that no one else can build? How do we ensure, beyond being technically superb, that this is distinctively Nike? We came back to athleticism, and the athlete being at Nike’s core. Setting the athlete down in the center of the urban landscape really brought it all home for us.”

“Specifically looking at athletes, there’s a stance that’s universal to all sports. In martial arts it’s often called the ‘ready’ or ‘neutral’ stance, and it’s a precursor to just about any type of movement. Your center of gravity is neutral, but it’s dropped. Your ankles, knees and elbows are bent. You’re in a kind of half-crouch, but you’re looking forwards. For ACG, we drafted the fit block with that posture rather than the typical straight-limbed static one. Readiness is physically encoded into the silhouette of the collection. We call it the all conditions fit because it suggests the ability to transition to any movement and to any situation.”