Nike
Nike Vision Running Collection
Your eyes have evolved.
Insight
Uncovering the last physical advantage.
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
Your eyes have evolved.
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.
