Nike Studio Wrap Pack.

Starting from the 1990s, Nike defied traditional sportswear advertising, taking advantage of the relatively untouched women's market. From their "If you let me play sports" advertisement with Wieden + Kennedy, Goodby, Silverstein & Partners, Nike was able to extend a highly successful brand traditionally associated as a men's brand to women. Just over 20 years later, their women's sportswear empire continues to challenge norms.

The Nike Studio Wrap Pack is easily one of the most intriguing product line extensions Nike has ever made. Marketed as 'Five shoes in one', the product is designed for activities traditionally done barefoot - yoga, pilates, etc. At $74.97, Nike claims the Studio Wrap Pack is: 

A better-than-barefoot experience in a three-part footwear system (wrap, ribbon and flat), the Nike Studio Wrap was designed to give women an elevated workout in the studio that takes them back to their daily lives in style.

Personally, the ability to see the trend towards studio-based exercise, and leverage that in order to create and market a shoe for a sport that is traditionally done barefoot is ballsy. It defies convention in a way that only Nike can. And creates a demand where there was none.