Nike ACG opens 'ACG Bukchon Maru' on Friday
Space blends Korean tradition with outdoor experience
Nike will open ACG Bukchon Maru, a basecamp store for its outdoor performance brand ACG, in Seoul's Bukchon neighborhood on Friday. The space is designed to go beyond product sales, serving as a community hub for trail runners, hikers and outdoor enthusiasts.
Nike announced at a media tour Thursday that the store will operate for six months. The basecamp concept is meant to connect ACG products and brand experiences with local culture and community. Nike launched the first ACG basecamp in Beijing in February and most recently opened one in Chamonix, France.
ACG, which stands for All Conditions Gear, is Nike's outdoor brand launched in 1989. The name reflects a commitment to supporting exploration in any environment or condition. The brand traces its roots to 1978, when Nike supplied the US K2 expedition team with the LDV (Long Distance Vector) long-distance running shoe and incorporated the team's feedback into product development — a foundation for innovation that continues today.
Sean Schmidt, Nike ACG Asia Business Director, said ACG is "a brand designed for everyone — not just elite athletes, but everyday explorers like me." Schmidt added that it was "an honor to bring ACG to Seoul, a city with a passionate and inclusive outdoor community."
Nike chose Seoul for its next ACG basecamp because of the city's distinct four seasons, unpredictable weather and the proximity of urban streets to mountain terrain. Bukchon in particular sits at the intersection of traditional architecture and living local culture, with alleyways that lead directly into the natural surroundings of Bugaksan. The name "Maru" carries a dual meaning in Korean — it refers to a communal floor space in traditional architecture where people gather and rest, and also means the peak of a mountain or the highest point of a roof.
Jack Oshima, Nike ACG Asia Brand Director, said Bukchon's blend of outdoor access and vibrant community made it "an outstanding home for ACG." Oshima called ACG Bukchon Maru "a new chapter in the story we're building."
The store, previewed for media that day, is organized into five zones: the Listening Trail, Community Circle, Expedition Room, Courtyard and Hanok Lab. The layout weaves together community, culture, product innovation and exploration.
The Listening Trail at the entrance immerses visitors in sounds gathered from Seoul's forests, mountain paths and waterways, paired with visuals depicting shifting weather, evoking the feeling of stepping into nature. At the center, the Community Circle draws inspiration from the traditional Korean sarangbang — a reception room — and serves as a space for exchange. The Expedition Room takes its cues from the daecheongmaru, the open wooden floor connecting the interior and exterior of a hanok, and is designed for visitors to plan and prepare for their next adventure, with information on exploring Seoul's major mountains. The Hanok Lab, inspired by the traditional ondol heated-floor room, showcases exclusive products and goods reflecting the character of Bukchon.
ACG Bukchon Maru will showcase ACG's performance footwear, apparel and gear, all developed around the conditions athletes encounter in nature. Visitors can explore products optimized for specific environments — cold, rain and humidity, heat, and UV exposure — each presented in a dedicated zone.
Products on display include the ACG Ultrafly, built for trail running, and the ACG Zegama Hike, which applies running technology to hiking. The ACG Zegama Hike was developed with input from Korean ACG athlete team members Ko Min-cheol, Kang Hyeon-ji and Noh Hyeon-ji, who contributed feedback from their experiences across varied terrain. Nike also conducted fit tests with the Korean running community during development.
Nike plans to run a range of community programs at ACG Bukchon Maru over the six-month period, aiming to make the space a gathering point where outdoor enthusiasts can exchange experiences and information. Programming will include running and hiking events in the Bukchon area, as well as activities reinterpreting Korea's traditional seasonal calendar. A stamp tour in collaboration with nearby local partners will also help visitors discover Bukchon's culture and natural surroundings in new ways.
Oshima said ACG Bukchon Maru is "a space to plan and share the journey of your next adventure," adding that the ACG basecamp series — from Shanghai to Chamonix and now Bukchon — would deliver "unexpected and remarkable experiences through programs and community activities."
spa@heraldcorp.com
