This is the brand site for Nike ACG, the outdoor division of Nike. Nike ACG is a highly specialised business unit of Nike, focusing on the outdoor enthusiast. Nike ACG produces footwear and apparel for trail running, snowshoeing, bouldering, climbing, kayaking and more.Nike ACG's target demographic is significantly different from that of the rest of Nike. Therefore, establishing a brand presence that speaks to Nike ACG's customers, in a voice more suited toward the outdoor community, was a primary goal in building nikeacg.com. Other goals were to educate the consumer about Nike ACG's products, and Nike ACG's partnerships with non-profits and advocacy groups.This site is geared toward the personal, the direct, the small. Interviews with employees, athletes and advocacy partners pepper the site. When someone related to Nike ACG does something special, a feature is placed on the home page. Community service and involvement is emphasised. The site helps illustrate the love of the outdoors that binds Nike ACG to its customers.