Nike has announced that it will be giving its classic Air Presto sneaker the 'What The' treatment, a process by which the brand blends various styles and colors from its archives and applies them to a specific shoe.
This new and exciting mash-up will feature elements from all 13 of the OG 2000 colorways of the Air Presto, each of which came with a unique mascot. The left shoe features a bright red on the mid-sole taken directly from the 'Rogue Kielbasa', while the left dons the lightning print found on the 'Trouble at Home.' Meanwhile, the heather gray from the 'Catfight Shiner' makes it on the left sneaker, as does the baby blue from the 'Unholy Cumulus.' In addition, the colorful new sneakers will also have the 'Instant Happiness' slogan printed on the aglets, matching the original model.
Colorfully Remixed Streetwear Sneakers
Nikes Gives the Air Presto the "What The" Treatment
Trend Themes
1. Remixed Sneakers - Nike's process of blending various styles and colors from its archives onto a single sneaker presents opportunities for disruptive innovation in the fashion industry.
2. What the Treatment - The 'What The' treatment offers a unique customization option in the sneaker industry that could disrupt the traditional model of releasing uniform colorways.
3. OG Colorways - Brands can capitalize on nostalgia by reimagining classic colorways and blending them onto new products, creating an opportunity for disruptive innovation in the footwear industry.
Industry Implications
1. Fashion - The remixed sneaker trend offers an opportunity for fashion brands to experiment with new design approaches that could disrupt traditional sneaker releases.
2. Customization - Nike's 'What The' treatment presents a disruptive innovation opportunity for brands to explore unique customization options for their products that challenge the traditional model of releasing uniform colorways.
3. Sportswear - The OG colorway trend offers a potential disruptive innovation opportunity for sportswear brands to capitalize on nostalgia by reimagining classic colorways in new and exciting ways.