Nike is opening its outdoor performance brand basecamp, ACG Bukchon Maru, in Seoul’s Bukchon district on August 30, creating a six-month hub designed to connect trail runners, hikers, and outdoor enthusiasts with local culture and community programs. (Source: Herald-K)
Nike ACG Bukchon Maru Opens in Seoul
Nike will launch its newest All Conditions Gear (ACG) basecamp store in the historic Bukchon neighborhood of Seoul, operating the pop-up space for six months, according to a media tour hosted by the company. (Source: Herald-K) The initiative follows similar basecamp openings in Beijing this February and recently in Chamonix, France. (Source: Herald-K)
Sean Schmidt, Nike ACG’s Asia business general director, stated that Seoul was selected because of its strong outdoor passion, distinct four seasons, unpredictable weather, and close proximity between urban areas and mountains. (Source: Herald-K) The term Maru
draws from Korean traditional architecture, representing a space where people gather to rest and exchange ideas, while also signifying a mountain peak or the highest point of a roof. (Source: Herald-K)
Inside the Bukchon Maru Basecamp Experience
The newly unveiled multi-zone venue integrates community engagement, cultural nods, and product innovation across five distinct areas. (Source: Herald-K) The entrance features the Listening Trail,
which plays recorded sounds from Seoul’s forests, mountain paths, and waterways alongside weather-transition visuals. (Source: Herald-K) At the center, the Community Circle
channels the design of a traditional Korean sarangbang (sitting room) to foster group gatherings. (Source: Herald-K)
Additional zones include the Expedition Room,
which mimics a traditional daecheongmaru (wide wooden porch) to help visitors plan upcoming excursions with local mountain guides, and the Hanok Lab,
inspired by traditional ondol heating rooms to showcase Bukchon-exclusive merchandise and goods. (Source: Herald-K) The space houses ACG performance footwear, apparel, and equipment categorized by environmental stressors such as cold, rain, humidity, heat, and UV exposure. (Source: Herald-K)
Performance Gear Tested by Local Athletes
The basecamp highlights specialized footwear including the ACG Ultrafly for trail running and the ACG Zegama Hike, which adapts running technology for rugged terrain. (Source: Herald-K) Jack Oshima, Nike ACG’s Asia brand general director, noted that the Zegama Hike was refined using feedback from Korean ACG athlete team members—including Gomincheol, Kang Hyunji, and Noh Hyunji—following fit tests conducted with local running communities. (Source: Herald-K)
To sustain community engagement over its six-month run, Bukchon Maru will host localized running and hiking excursions, activities reinterpreting traditional Korean solar terms, and stamp tours organized alongside neighborhood partners. (Source: Herald-K) Oshima stated that the basecamp aims to deliver unexpected and memorable experiences through ongoing collaborative programming. (Source: Herald-K)
Frequently Asked Questions
When does the Nike ACG Bukchon Maru basecamp open to the public?
The space opens on August 30 and is scheduled to run for six months in Seoul’s Bukchon district. (Source: Herald-K)
What historical roots does Nike ACG have in outdoor exploration?
Nike established ACG (All Conditions Gear) in 1989, building upon a 1978 initiative where the company supplied its Long Distance Vector (LDV) running shoes to the U.S. K2 expedition team. (Source: Herald-K)
Which local athletes contributed to the development of ACG gear showcased at the basecamp?
Korean ACG athlete team members Gomincheol, Kang Hyunji, and Noh Hyunji provided terrain-based testing and feedback used to develop items like the ACG Zegama Hike. (Source: Herald-K)