A squat, black-painted cinderblock building has become the centre of controversy in one of Toronto’s most bohemian neighborhoods.

Presto is a Nike-sponsored arts venue used to promote the shoe company’s wares—but some local residents say the corporation is not welcome in the neighbourhood.

“As soon as they get corporations in here they might as well put up a … roof on it and make it a mall,” said James Stuart, 30, who’s lived in the Market for 13 years.

Presto has drawn musicians, artists and activists alike to its location on 303 Augusta Avenue. The space hosts bands and DJs three nights a week. Local artists display their work on the walls of Presto’s gallery.

“As artists we are actually getting paid to do what we do and in Toronto that is a rare thing,” said Garreth Long, a U of T student.

Some local musicians, like The Hidden Cameras, One-Speed Bike, Future Rhetoric and Holding Pattern, pulled out of performing when they discovered Presto was a Nike creation.

It’s the impression that Nike is trying to sneak into the neighbourhood that has caused the most resentment.

“Opresto” was tagged across the front of the building and Nike swooshes were spray-painted on Presto’s sign. At one point, garbage was being piled up on the doorsteps

“Nike = sweatshops = get lost!” read a garbage can in the market.

“There’s been a bit of protest,” admitted Mike Farrell of Youthography, the marketing company running the Presto experiment. “But it’s not like some organized campaign. We expected a lot more of a backlash, but it hasn’t happened.”

“Kensington Market is perhaps the best example that exists in Canada of a vibrant, youthful downtown community that is about expression, art, culture and diversity,” said Michelle Noble, manager of public affairs for Nike Canada.

The name Presto came from a line of shoes launched in Canada last year.

“Nike hopes to get the word out about the line, but Presto products are not for sale in the showroom. This is a promotion for a line of shoes and athletic gear; any money raised goes to the St. Stephen’s Community House,” said Noble.

Nike planned to lease the space over the summer, which means Presto will shut down on August 17. “I kind of wish it were continuing, because the buzz has been great,” said Farrell.