The Fuji 100 pushes the body to its limit. The objective was to introduce recovery into the ACG experience without softening the brand's edge. Rest had to function as strategy, not retreat.

We leaned into mountain folklore to build a narrative of discovery. Bigfoot appeared across digital and physical touchpoints throughout the race, seeding mystery and pulling runners toward the Bathecamp experience. For the environment, we developed the ACG Bathecamp identity, merging the technical geometry of ACG with the traditional iconography of the Japanese onsen. The visual system sat comfortably between performance and nature because it was rooted in both.

The Result
ACG Bathecamp did not end with the race. The identity became a permanent asset for ACG in Japan and a model for how Nike integrates wellness into the outdoor ecosystem without losing what makes the brand sharp.