CASE STUDY: NIKE ACG
PHASE 01 : DISCOVER
LISTENING + EMPATHY → This is the most important part of our discovery process. Through our experience, we have learned that without listening and empathy there is no way unique and original work can be done. Through stories and discussion, we will glean the important nuances and values that make you stand out from the rest.
FOR ACG THIS CAME TO LIFE IN THESE WAYS →
Errolson Hugh of ACRONYM collaborated with Nike to take their ACG (All Conditions Gear) out of the forest and into the concrete jungle. Erollson designed clothing that was suited for urban exploration, versatile in at least three seasons and never impeded your movement. While researching and positioning this collaboration, we researched the foreign beauty of abandoned buildings, once buzzing with people now being taken over by nature and how those spaces are discovered in groups.
URBAN EXPLORING #Urbex is the exploration of manmade structures, usually abandoned ruins or hidden components of the manmade environment.
MURMURATION As we researched how groups of the #Urbex core audience could be activated, we looked to naturally occurring groups, like birds.
ACRONYM “I'll sometimes wear something of Errolson's for a long time without realizing why some little detail is exactly the way it is. Then I'll get it. It's like getting a joke, but it's about function.”
NOWNESS COMPLEX SYSTEMS This film from Dutch photographer and director Desiree Dolron—originally screened in at GRIMM gallery space, New York—depicts an immense flock of digital starlings and the mesmerising shapes they form in the air.
HISTORICAL, TREND, CONTEXTUAL + COMPETITIVE RESEARCH → Having a strong understanding of the history, trends, context and competition around the world will solidify a direction that will help you stand out in a crowded market while not deviating from your core values and ethics that are tied to why you started this business in the first place. It’s this research that arms us with all the information needed to make smart decisions and develop effective strategies.
FOR ACG THIS CAME TO LIFE IN THESE WAYS →
TERRACOTTA ARMY as an exploration of movement as a group.
AUDIENCE INSIGHT A crew that is equipped for more.
APPAREL INSIGHT we’ve given you the tools you need to explore.
APPAREL INSIGHT It’s a collection made to protect you in the worst conditions possible.
PHASE 02 : POSITION
INTENTIONAL APPLICATION → We sweat the details and application of the research and discovery. Every design and communication decision is an opportunity to represent your brand values. That opens the door for your brand to make a serious impact on your business. This intention will be the key in making your business stand out and succeed on your terms.
FOR ACG THIS MEANT →
From an aesthetic perspective, Errolson Hugh’s designs are Ninja-like, he even tests his garments by practicing Jiu Jitsu to ensure they don’t impede mobility. It was our goal to use Hugh’s personal story, like his Chinese-Jamaican heritage and passion for technical design, to develop a unique concept around group exploration and clothing that is both beautiful and utilitarian. With Hugh, Nike ACG has a new edge over other exploration gear from brands like North Face, Patagonia and others. Hugh believes that form and function go hand in hand and neither should be sacrificed in any aspect of the design.
VIRTUAL REALITY Claire Hentscheker creates three-dimensional amalgamation of abandoned shopping malls, digitally reconstructed from youtube videos taken prior to the sites’ destruction.
Form follows function and function should not delay aesthetic.
PHASE 03 : EXECUTE
EMERGENT EXECUTIONS → Having a strong creative process brings structure and results. This discipline allows for us to know when to break and explore directions that emerge from the process. Being open to finding and discovering new things allows us to have a process that builds on itself to make something distinctive that clearly communicates your values, story and service.
FOR ACG THIS CAME TO LIFE IN THESE WAYS →
Errolson Hugh’s designs are innovative yet still connected in traditional Chinese and Japanese silhouettes. Dressing in his gear is a process in readiness. The garments bring freedom in movement, make consumers feel protected from the elements and free to quickly transition between seasons and activities fluidly. We took us to the streets of New York City to document these garments in their natural habitat built to enhance all aspects of urban life and exploration.
Credits here.