BEAVERTON, Ore., Aug. 11 — Nike All Conditions Gear (ACG) announced a new strategic partnership today with Intrawest Corporation that promises to grow the Nike ACG brand presence by leveraging Intrawest’s strong retail base. This move will allow Nike All Conditions Gear to further its brand positioning communication and increase overall brand awareness like never before with its target consumer: the mountain enthusiast. With this strategic partnership, ACG hopes to create brand and retail momentum and spurn brand growth in a focused four year plan.
The four year plan will introduce Nike ACG’s diverse outdoor athletic footwear and apparel lines to ten leading year round Intrawest resorts in both the US and Canada. The retail plan includes opening three ACG shop in shops (stores within a store) in three Mountain Adventure Centers as well as to open 20 ACG “focus” areas in several additional retail environments.
“ACG is mountainbound with this exciting partnership,” stated Bobbie Parisi, marketing director for Nike All Conditions Gear. “From a consumer perspective, ACG will be easier to find both on the mountain and off. Overall, this alliance increases our brand awareness and turns up the volume of our consumer message and ultimately is a win for our traditional retailers as well as our new partner, Intrawest.”
In addition to the joint retail initiative, the companies plan to partner to increase ACG brand awareness on the mountain. Beginning in winter of 2001, 1200 Intrawest snowboard instructors and park rangers will be wearing customized ACG apparel and footwear at 10 US and Canadian Intrawest resorts including: Whistler/Blackcomb, Mammoth, Stratton, Blue Mountain, Tremblant, Snowshoe, Mont. Ste. Marie, Mountain Creek, Panorama, and Copper. Intrawest’s rental program will incorporate ACG snowboard boots into their offering increasing ACG’s boot technology with the core consumer.
Further driving the brand authenticity, in spring of 2001, 250 EcoZone, Intrawest outdoor adventure guides will be wearing ACG footwear and apparel as they lead resort guests on outdoor trips. Finally, to further the companies partnership and strengthen Nike All Conditions Gear’s presence on the mountain, ACG signage and logo placement will appear in snowboard parks and on trail maps at all ten of Intrawest’s resorts.
“We see this partnership as the first step of many towards bringing great Nike ACG gear closer to our core consumer both at retail and on the mountain where All Conditions Gear is so relevant”, continued Bobbie Parisi.
This partnership promises to position Nike ACG, the third largest outdoor brand in the US, as a strong brand at retail separate from its parent brand, Nike Inc. The retail spaces being created on the mountain promise to speak to the ACG consumer from a pure ACG voice, further positioning the brand for growth over the next four years as it opens its own standalone stores also in the US and Canada.
Nike ACG is a Division of Nike Inc., based in Beaverton, Oregon. Nike ACG takes Nike to the outdoors with the creation of outdoor athletic footwear and apparel infused with the flavor and attitude of the outdoor athlete. ACG Performance products focus on mountain biking, snowboarding, water sports, trail running and outdoor cross training. For additional information about Nike ACG, its products and business practices, visit nike.com and nikebiz.com on the Internet.