Nike Presto – The pinnacle of Nike’s innovation and the art of marketing

Over 24 years until now, Nike has created a breakthrough, a revolution and a world-changing Brand.

The designs Nike creates have a shared mission of making the world different and better. Indeed, the cult Air Max technology is one of the best examples. A part of the history of Air Max technology has been invested by EACHSHOES to explore and synthesize that you have seen before.. Besides the Air Max, however, Nike develops other equally important products and technologies. And one of the products that carried on the new Nike mission was nothing but Nike Presto.

Nike CEO Mark Parket and Presto Products

THE PROCESS OF CONCEPT AND DEVELOPMENT

Few people know that Presto is an important part of the Alpha project that Nike built in the 1990s. This project brings together a lot of talent in design and technology development such as: Richard Clarke, Kevin Hoffer and Bob Mervar. In Project Alpha, they have created 5 other types of shoes with Presto that is Kukuni, Seismic, Flightposite and Nike Shox.

This is a project that Nike created to develop with goals from the very beginning that include:

1. Setting a standard that surpasses expectations compared to other products in the market and competitors.
2. Redefined requirements about Comfort level when wearing shoes on feet.
3. How to create a product beyond perfection?
4. A revolutionary technology compared to the era of technological development at that time.
5. The marketing campaign accompanying the product must be completely different and unique.
6. Is a product that anyone would want to own.

Nike Presto Slogan roughly translated: For every 1 ounce (28 grams) lost in a shoe, a person’s footsteps when lifted while running lose 55 pounds (24.9 kg). Nike’s bold statement is that these are the lightest running shoes and focuses on lifting your feet when running for extended periods of time.

One of Nike’s deities is the “design witch”. Tinker Hatfield has played an extremely important role in the Presto product. His ultimate goal is to create Presto to cater to the consumer’s feet, not to make the customer’s feet adjust to the shoe. Each movement, each move must meet the criteria of Comfort level as well as create the most comfortable feeling for the person using them. With the upper is invested the most with the material Neoprene and Mesh, The shoes have become lighter, more airy and give you maximum foot flexibility and maximum movement in each toe. When the feet are fully embedded in the shoes, the plastic frame is named Zoom Slider will carry the duty of protecting the user’s ankle. The next significant plus is Midsole is super lightweight and super quiet Phylon and Duralon help is on the outside.

Nike likens the shoes to the t-shirt you’re wearing thanks to their breathtaking sizing. Therefore, the most interesting point is that the shoe size is no longer marked by numbers, but instead is letters like S, M, L, XL, …

COLOR DISTRIBUTION:

Apple – The most valuable brand on the planet today is said to have inspired the design team at that time to create the first Presto color schemes.

Apple’s Imac G3 was at that time pioneered in translucent plastic frames that allow anyone to observe the operation and operation of a computer. Nike is said to take inspiration from here and create the first Presto color schemes.

EXCELLENT MARKETING CAMPAIGN

In the 2000s, 13 total colors were introduced and each color scheme has an interesting message and clearly shows that the color scheme is created to honor each person’s unique preferences. this world.

The 13 Nike Presto color schemes are named as follows: Brutal Honey, Trouble at Home, Unholy Cumulus, Shady Milkman, Rabid Panda, Orange Monk, Jack Mackerel, Migraine Fly, Presto Bill, Catfight Shiner, Rogue Kielbasas, Abdominal Snowman and especially an unnamed color scheme (as it is speculated that Western culture considers the number 13 an unlucky number, so Nike left the way for this thirteenth color scheme to remain untouched. in order to avoid accidental disasters)

THE DEVELOPMENT OF COLOR DISTRIBUTION AND LIMITED VERSIONS LAUNCHES

24 years after its launch, a lot has changed, but the Nike Presto still retains its original design. Improvements in technology, materials, color schemes, and limited release versions are perhaps the biggest highlights of the sneakers community.

One of the shoes developed on the original Presto can be seen Faze, Chanjo, Escape, …

Or some of the limited and extremely limited edition Nike Presto editions:

Nike Presto celebrates the 30th anniversary of the HELLO KITTY Brand

Dedicated version for legendary guitarist Eric Clapton

Exclusive version for the sitcom Sex and the City

And a version of the Nike Presto Mid Top “VOAM” has a lot of value with the combination of the three great Nike players, Hiroshi Fujiwara (Fragment’s founder), designer witch Tinker Hatfield, CEO of Nike – Mark Parker.

SOME interesting points about the NIKE PRESTO TO REMEMBER

Presto is considered the first shoe that Nike uses digital printing technology to develop ideas and creativity. This allows a wide range of beautiful color schemes and fantastic ideas to be produced.

Presto is also the starting point for Nike ID to be stronger when combined with Japanese artists such as Hiroshi Fujiwara (The person who gave birth to the Fragment Design Brand and created a terrible hype with the most popular sneakers. in the sneakers community).

Nike Presto is closely associated with the Parkour movement in the world through a special marketing campaign called ANGRY CHICKEN – roughly translated as GOING CHICKEN. TVC (Television Commercial – Promotional Film) CHICKEN GAME depicts a Parkour athlete who is constantly chased by a crazy white chicken who has to run frantically and perform his Parkour technique to get rid of the chicken. that. The goal of this TVC is to convey the message that Presto is a wonderful product that accompanies anyone to explore the world and go beyond himself to conquer the best.

Technology is key, but it has to be tied to art. That is why Nike has cooperated with many artists in different fields such as Rock, guitar, Graffity, DJ, … to create DVDs containing works of a lifetime. To this day, these combination products have been sought a lot when collectors understand their value and are not everyone-can-own.

Thus, All about the history of Nike Presto is summarized by EACHSHOES in a long article, hopefully this is a useful article. Any suggestions and suggestions to make the article more complete, please comment right below the article. If you have read the whole article, you would have received the most sincere thanks from the EACHSHOES team for always supporting and helping us to develop better.

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