Nike division heads to the mountains.
ACG Nike and mega-resort-company American Skiing Company have launched a major-scale tie-up that will see the rapid development of licensed ACG theme stores at ASC properties. The first outlet was opened at The Canyons on January 25. Already far smaller concept stores are open at Killington and Mount Snow in Vermont, and next year a full store will open at Heavenly.
While there is a large uniform element to the deal whereby virtually all on-snow ASC employees will be sporting ACG outerwear, and ACG banners will denote sponsorship of ASC terrain parks, the deal is in fact a basic wholesale/retail arrangement.
“The partnership is based on the cash register,” says ASC Marketing Director Skip King. “If the product sells at retail, then the deal works. There is no percentage fee, no promotional fee. They get storefronts, we get a good product to sell, and both parties work to stoke the process.”
However, ACG doesn’t plan to stop with ASC and already has “shop-within-a-shop” concept stores in Intrawest’s Mountain Adventure stores. A license has also been given to a retailer in Banff that has no ski-area connection.
“Our resort deals are always one of partnership,” says ACG Marketing Director Bobbie Parisi. “The uniforms deals puts our product on influencers. The product is tweaked for durability but is the same silhouette as our inline outerwear. The millions of impressions we get are very valuable in the retail realm and in pushing brand awareness.
“In the future, development of these relationships will be mostly looking at ways to make the relationship a year-round thing, as mountain resorts are increasingly offering year-round sports such as trail running or mountain biking.” ¿Matthew Kreitman