The Challenge: Nike ACG, a standalone business unit of Nike, had at best a rudimentary web presence. Additionally, ACG had developed a new brand identity. The brand needed to get the word out about their new identity, their products (updated seasonally), and their outreach programs.

The Solution: The Barbarian Group created an all-new Nikeacg.com. We developed a site that highlighted the brand positioning of ACG, as well as its product line, and the innovation and technology that lay within. Finally, we reached out to both ACG’s sponsored athletes as well as its ambassadors to the sports world in the form of profiles and journals (updated regularly by athletes and ambassadors). We developed content for the site to highlight ACG’s strengths, and turned the site into a showcase for not just the brand but the lifestyle of those who live it.

What We Did to Make it Awesome: We designed and developed an entirely new site. We produced content related to not just the products, but the athletes and ambassadors who personify them. We developed content around the technologies – such as Dri-Fit – that make ACG’s products great. We developed the entire site within the Nike IT framework, to be fully functional with ATG’s Dynamo, Akamai and more. We worked with Nike IT to implement a coherent and beautifully designed site that rose above the average “product catalog” site that defined the outerwear industry. The ACG Outdoor Ambassador – a traveling Nike ACG brand experience – was launched, and visited over 200 outdoor events and retail establishments throughout the year and reported back onto the site his findings via a live-updated journal. We built a back-end content management system to allow for the easy updating of products from year to year, as well as to highlight special events and promotions on the home page.

The Result: Increase in traffic to the site of more than 700% throughout the first year.