Business · Companies · 4 hrs ago
Nike opens its first dedicated ACG space in South Korea
Nike opened its first dedicated ACG space in South Korea in Seoul’s Bukchon neighborhood.
ACG is Nike’s outdoor brand, with gear for activities such as trail running and hiking.
The space is planned to operate for about six months, selling products and hosting outdoor programs for runners and other visitors.
Nike is turning to outdoor sports as its core business struggles: revenue fell 4% in its latest reported quarter, while net income fell 2%.
Sales in China, a major market, dropped 26% from a year earlier.
The company has repositioned ACG around hiking and trail running, and merged its Nike Trail line into the brand.
Nike says its running business has grown by double digits for six straight quarters, while demand for outdoor activities is increasing.
Nike plans to expand ACG's consumer presence in major cities, though it has not given further details on locations or timing.
Nike has opened ACG Bukchon Maru in Seoul, its first dedicated space for the ACG brand in South Korea.
The Bukchon space combines product sales with a community area and outdoor programmes, including running activities.
It is expected to operate for about six months.
Nike is expanding its outdoor and performance-sports business as its broader sales have weakened.
Nike says its running business has recorded double-digit growth for six consecutive quarters.
- Who
- Nike opened the space for its ACG outdoor brand.
- What
- ACG Bukchon Maru is Nike’s first dedicated ACG space in South Korea, offering products and community programmes.
- When
- It opened on 30 September 2026.
- Where
- Bukchon, Seoul, South Korea.
- Why
- Nike is expanding its outdoor business and creating more ways to connect with consumers.
This story does not have two clearly opposing sides.
Nike repositioned ACG as a specialist outdoor brand focused on trail running and hiking and folded its Nike Trail line into ACG.
Nike opened its first standalone ACG store worldwide in Beijing.
Nike opened a standalone ACG store in the United States.
Nike opened ACG Bukchon Maru in Seoul.
- Location
- Bukchon, Seoul, South Korea
- Operating period
- About six months
- Brand launch
- ACG was introduced by Nike in 1989.
- Quarterly revenue
- $11.21 billion in Nike fiscal 2027 first quarter, down 4% year on year.
- Net income
- $712 million in the quarter, down 2% year on year.
What people are saying
Bukchon Maru is the next step in ACG's global retail expansion strategy, and we plan to strengthen consumer touchpoints in major cities such as Seoul in the future.
It appears to be a strategy to secure a new growth driver by reflecting the latest consumer trends, such as gorpcore, with ACG.