Nike Vision

Your eyes have evolved.

Insight

As the bodies of athletes continue to be
pushed to the limits — their muscles and
lungs honed to perfection — their eyes, a
primary tool in their quest for excellence,
was the last key ingredient to complete
domination. Nike’s focus on improving
every athlete’s abilities rested on
improving their vision, increasing their
ability to focus, protecting them from
environmental distractions, and offering
them both physical and psychological
advantages over their competition.

The Nike Vaporwing Elite is a product,
two years in the making. A complete and
innovative reinvention of brand design
and manufacturing process for
performance eyewear, from the ground up.

Idea

The human eye has developed into one of
the most complex and brilliant examples
of natural design. Nike Vision advanced
that evolution by completely reinventing
athletic eyewear, both in design and with
manufacturing processes never
attempted before.

To tell this innovative story, we took a
different path. We believed that the
amazing journey that led to the birth of
the Vaporwing Elite was worth telling from
beginning to end, highlighting the brilliant
minds from across the globe that brought
this next-generation product to life.

The resulting campaign, highlighted by an
eye grabbing :30 launch spot and a short
documentary, tells the story from the
perspective of the design team at Nike,
eyewear giant Marchon, lens innovator
Zeiss, and Nike’s athletes. The stories
reinforce the incredible lengths Nike goes
to in answering the challenges posed by
their world-class athletes in their
relentless drive to improving
athlete performance.

Impact

The ‘Your Eyes Have Evolved’ concept
influenced a global integrated campaign
that celebrated the first innovations in
athletic eyewear in over 30 years.

Created with manufacturing methods
never before used in eyewear, the
campaign revealed the specific,
research, design, and manufacturing
innovations developed by Nike’s design
team in their quest for increased
athlete performance.

The resulting Nike Vision launch
campaign saw over 23K views of teaser
on Facebook on it’s first day of launch
and went on to help re-solidify Nike as a
leader in performance eyewear innovation.