Nike ACG: Wyrd in the Wild
An immersive outdoor brand experience developed and produced by Canoe for Nike ACG, bringing product, people and British folklore together in the Wiltshire countryside.
Ask
Bring Nike ACG’s outdoor positioning to life for the media and creators shaping running, lifestyle and outdoor culture, creating an experience that felt authentic to the brand, its product and the environment it was designed for.
Delivered
Canoe created Wyrd in the Wild, a one-of-a-kind escape inspired by British folklore and rooted in the Wiltshire landscape. Taking its name from the Anglo-Saxon idea of fate and personal destiny, Wyrd became the creative thread connecting the location, activities and identity of the experience.
At the heart of the activation was a temporary ACG Outpost at Campwell Farm, designed as a base camp, product space and communal hub. Across the experience, 16 guests took part in trail running and hiking, bushcraft, foraging and folklore sessions, alongside wood-fired sauna recovery, fragrance making and fire-cooked dining. ACG product was integrated throughout, giving guests the opportunity to experience its performance and utility naturally in the outdoors.
From creative concept and venue sourcing to spatial design, programming, partnerships, talent and production, Canoe developed the experience as one connected journey. The result generated 150 pieces of content from 16 guests, reaching a combined audience of 7.2 million.
Services: Experiential / Creative / PR / Talent
