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.
[1][2] The Presto brand was established in 2002 as part of Nike's effort to break in to the growing fitness fashion market of the 2000s.
[4] 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.
[5] Nike CEO Mark Parker and colleagues were personally impressed by this shoe, and an aggressive marketing campaign soon followed.
[10] The TV spots, directed by Wieden+Kennedy, featured David Belle and Sebastien Foucan, showcasing their physical talents in the brutalist urban environment of southern Paris, and eventually attracted an Emmy nomination.