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Sportswear giant Nike is no stranger to reviving old trends. Just recently, the brand excited sneakerheads once more with the latest iteration of the 90s classic Uptempo. A basketball shoe that marries nostalgic features like vintage sports branding with contemporary elements like the updated silhouette, the GT Hustle 2 proves how good Nike is at re-introducing previous releases.Â
This pattern of archival re-releases has led some to wonder if other Nike products outside of footwear will soon be making comebacks, too. One such item is the Nike MaxSight Contact Lenses, which went viral last year after old promotional imagery was shared online. So, what’s the deal with this interesting foray into eye care, and can fans expect it on shelves once more?
All eyes on MaxSight
Originally launched in 2005, the MaxSights were designed and released in partnership with the eyecare titan Bausch & Lomb. This company is responsible for many of the most popular ocular products, like the Collyrium eye wash. Based on the idea that some athletes prefer an uninhibited field of vision, Nike’s contact lenses were intended to serve as an alternative to traditional performance sunglasses. Available both with and without prescriptions, the MaxSight contacts offered UV protection and improved visual acuity. The latter was allegedly achieved via the lenses’ tint that covered the entire pupil area. According to press releases, the tints came in amber and grey-green to suit different sports. Specifically, amber was intended to help fast-moving ball sports like tennis, where lighting conditions frequently fluctuate. Meanwhile, the grey-green was meant for sports like golf, wherein athletes are more exposed to direct bright sunlight.Â
Despite its lofty promises, though, the Nike MaxSight lenses were discontinued after only three years. It’s not sure why the brand pulled the products, but it’s likely due to a lack of user demand. While cool in theory, the lenses didn’t fulfill anything that other more affordable eyewear didn’t. Case in point, contemporary contact lenses, despite being clear, already offer UV protection. Such is the case for Acuvue Oasys with Hydraclear Plus technology, as these dailies offer the highest level of UV-blocking protection possible among contacts. Furthermore, because these contacts don’t have bright tints, they’re more versatile. Conversely, while one can argue that you could keep the MaxSights on past your outdoor activity, their unnatural colors were bound to bring attention that not every wearer wanted.Â
Even if users chose to swap out their clear contacts for the MaxSights before and after play, this is a lot more involved than most athletes would prefer. After all, contact lens removal and application require sanitary conditions and materials. In most cases, this is why many simply choose to wear a separate pair of tinted sunglasses in tandem with their contacts, should they need the additional protection or visual acuity. These sunnies are available for performance and recreational use and come in a wider range of tints like brown and berry. Some models, like the Oakley Jawbreaker, even have interchangeable tinted lenses.Â
Nike’s eyewear future
After all is said and done, it’s highly unlikely for Nike to re-release the MaxSight contact lenses. Unless some new technology were to enhance their original features, then the lenses are not going to be making any waves in an already saturated market. Of course, that doesn’t mean Nike is pulling out of the eyewear race altogether. Still a prime creator of eyewear, including the bestselling Echo Shield, Nike is among the sport sunglasses manufacturers expected to help the sector grow by nearly $2 billion by 2027. Additionally, the brand has its successful Nike Vision line, which is more focused on optical styles for refractive correction.Â
Nearly 20 years after its launch, the MaxSights are arguably best left in the Nike vault. For more articles like this, please visit the rest of our blog.Â
