Having previously insisted that it is a sports rather than a fashion brand, Nike is counting on Presto to broaden its appeal in the 'mobile' youth segment.
The US brand is looking to capitalise on growing demand for convenience with its latest range, which includes apparel, bags and watches, as well as footwear.
The launch is supported by a website and online competition at www.nikepresto.tv, as well outdoor, print and television advertising.
New York-based web design company C404 created the website and MindShare's interactive arm MDigital handled online media buying and planning. Wieden & Kennedy's Tokyo office developed offline creative for the region.
"We have used an interactive element in the campaign. Consumers from different countries can log onto the website to submit their photos and winners will be picked. We wanted to allow the consumers to really interact with the brand, said Florance Yip, advertising and PR manager at Nike.
The website also features an online game, where visitors can experiment with the Presto range of products on paper doll-like models. The models are interactive and can be turned 360 degrees, allowing users to view the product from all angles.
Visitors can also view music videos at the site's 'instant' section, and download screensavers and wallpapers at 'instant fun'.
The Presto line was originally launched in the US market in 2000, when it only featured trainers. It was later expanded to include apparel, bags and watches as well as footwear for its global launch this month.
Yip added: "We have a line called ACG (All Conditioning Gear) which also has trainers, apparel and bags. But Presto is different. It was first launched to only include trainers, which immediately gained popularity, and so we extended the range.
"Presto is about fashion that is geared towards an active lifestyle. It's more fashionable in the look and feel, but is still for people with an active lifestyle. It's for people who are cool and know who they are. The clothes reflect the personality."
She added that Presto was created without complicated fastenings. As a result, a fundamental design principle of the line is that each element is created to conform to the wearer.
