Presto was a sub-brand of

Nike, Inc. Nike, Inc. ( or ) is an American multinational corporation that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel, equipment, accessories, and services. The company is headquartered ne ...

, introduced in 2002 as part of Nike's shift towards the fashion fitness trends of the 21st century. Initially, it offered the Nike Air Presto running shoe, as well as several watches and fashion accessories, all of which were characterized by a futuristic and colorful aesthetic. Presto achieved considerable success in the early 2000s, due to its highly innovative products and marketing strategy. Although the broader Presto concept ended in the 2000s, Nike continues to authorize the sale of its Presto running shoe as part of the NikeID project, with over 100 studios across Eurasia and North America carrying Presto shoes.

Overview

The Presto brand was established in 2002 as part of Nike's effort to break in to the growing

fitness fashion Fitness culture is a sociocultural phenomenon surrounding exercise and physical fitness. It is usually associated with ''gym culture'', as doing physical exercises in locations such as gyms, wellness centres and health clubs is a popular activity ...

market of the 2000s. The Nike Air Presto running shoe had been in development for several years, and was co-created by Tobie Hatfield, in want of a fashionable running shoe that could stretch to accommodate various foot sizes. This enabled Nike to produce a shoe in just five sizes, which greatly reduces sales losses and material waste, and allows for a broader variety of colors and designs to be sold. This was considered a cutting edge concept at the time, and was developed by Nike engineer Bob Mervar. Nike CEO

Mark Parker Mark Parker (born October 21, 1955) is an American businessman. He serves as executive chairman of Nike, Inc. He was named the third CEO of the company in 2006 and served as president and CEO until 13 January 2020. Personal life Parker was born ...

and colleagues were personally impressed by this shoe, and an aggressive marketing campaign soon followed.

Accessories

The Presto Digital Sport Bracelet was designed by Scott Wilson. Presto digital watches were made of nylon, and featured a glass-like high gloss finish. The watch quickly became iconic, selling over four million units in less than three years.

Advertising

The Presto marketing campaign targeted an urban young professional demographic. It relied heavily on

Parkour Parkour () is an athletic training discipline or sport in which practitioners (called ''traceurs'') attempt to get from point A to point B in the fastest and most efficient way possible, without assisting equipment and often while performing a ...

, which at the time was still unknown to the global audience. The TV spots, directed by

Wieden+Kennedy Wieden+Kennedy (W+K; earlier styled ''Wieden & Kennedy'') is an American independent global advertising agency best known for its work for Nike. Founded by Dan Wieden and David Kennedy, and headquartered in Portland, Oregon, it is one of the l ...

, featured

David Belle David Nicholas Williams Belle (born 29 April 1973) is a French actor, film choreographer and stunt coordinator. He is deemed the founder and leading pioneer of the physical discipline parkour, coining it based on his training and the teachings fr ...

and Sebastien Foucan, showcasing their physical talents in the

brutalist Brutalist architecture is an architectural style that emerged during the 1950s in the United Kingdom, among the reconstruction projects of the post-war era. Brutalist buildings are characterised by Minimalism (art), minimalist constructions th ...

urban environment of southern Paris, and eventually attracted an

Emmy The Emmy Awards, or Emmys, are an extensive range of awards for artistic and technical merit for the American and international television industry. A number of annual Emmy Award ceremonies are held throughout the calendar year, each with the ...

nomination.

References

{{Reflist Sportswear brands Nike brands Products introduced in 2001 2000s fashion 2010s fashion Sneaker culture