A row of tiny, hand-built 3D planets covered in rocky terrain, forests and lakes, floating on a white background.

ACG (All Conditions Gear) has been Nike’s brand for the wild since 1989. For its relaunch to a new generation of trail runners and hikers, timed to the Milan Cortina Winter Olympics and an ACG train takeover running to Cortina d’Ampezzo, we at R/GA built a website whose whole job was to get you to close it and go outside.

All Conditions World is a hand-built WebGL globe covered in the wildest trails in Europe, each one picked by ACG athletes and local trail communities. Spin it, dive into a hotspot, and every route links to a real trail you can go and run on Strava.

The globe up close: a rocky little world with a red-roofed station, a train, and a ticket for the ACG Express.

Rough on purpose

ACG feels human: rough, quirky, a bit off-kilter, and very nineties. So we deliberately didn’t do the clean, glossy 3D everyone else does. Everything on the globe was built by hand: the terrain, the birds, the clouds, goats watching telly, a yeti that’s gone fishing.

The cast of the world laid out: yetis, goats, a Loch Ness-style monster, orange tents, a balloon, the orange ACG train and a dirt bike.

A pipeline for the artists

I was tech director, and I built the app with one other developer, using AI-assisted development. The bigger change was for the two 3D artists. They were used to offline, ray-traced work, where every change means another long render. I designed a custom 3D pipeline so they could iterate, update and optimise for the real-time web quickly, and see their work in the world almost straight away.

Live conditions

It isn’t a static map. Spatial audio reacts as you move around the globe. A “Wild Score” combines real-time weather, terrain and seasonal data into a difficulty rating for each route that changes day by day. The ACG Express section showed real CCTV footage from the train on the actual journey. And each trail has voice notes from the athletes and communities who chose it.

Phone screens showing a trail card for Wildhorse Hill and the globe with route markers.

Into Strava

Every route is part of a bigger Strava challenge, the Wild 300, which asked people to log 300 minutes of outdoor movement over the winter. Finish it and you got rewards, Nike discounts and ACG Strava badges.

Two phones showing the ACG Wild 300 challenge in the Strava app.

What happened

R/GA’s reported results: around 500,000 people ran the routes and took part in the challenge on Strava, and the experience racked up 45 million impressions.

Credits

R/GA’s role covered strategy and concept, creative and art direction, experience design, WebGL and HTML development, spatial audio and sound design, the Strava integration and live data systems, and athlete and community content production.