# Dark Sunglasses Ads The Nike Vision Campaign Gives the Sporty Look a Dramatic Edge By Meghan Young | Published 2016-04-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/nike-vision-campaign References: [behance.net](https://www.behance.net/gallery/35694703/2016-NIKE-VISION) & [timtadder](http://www.timtadder.com) The [Nike](https://www.trendhunter.com/trends/nike-athena) Vision Campaign can be appreciated on a few levels. Not only are the [designs of the eyewear](https://www.trendhunter.com/trends/performance-eyewear-model) incredible, but the photography showcasing them is just as striking. Going the opposite of what people would expect, the images are dark instead of sunny. This lends a dramatic edge to the looks while allowing the reflective colors of the specs to stand out. Shot by Tim Tadder, the Nike Vision Campaign embraces the slogan, "Your eyes have evolved." It features styles for both men and women. In addition to a ton of movement and complimentary athletic outfits, the ad campaign features some [visually stimulating digital art](https://www.trendhunter.com/trends/bouquet-collection-1) that gives the eyewear product a futuristic twist, playing into the slogan. ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 60% | Activity: 56% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Dark Sunglasses:** Opportunity to explore innovative designs and materials for dark sunglasses that create a dramatic edge. - **Reflective Colors:** Opportunity to develop new techniques and materials to enhance the reflective colors of sunglasses. - **Futuristic Eyewear:** Opportunity to create futuristic eyewear designs that incorporate digital art and embrace the slogan 'Your eyes have evolved.' ### Who This Affects Most - **Eyewear:** Disruptive innovation opportunities in the eyewear industry to create unique and striking designs inspired by the Nike Vision Campaign. - **Fashion:** Opportunities for fashion brands to incorporate dark sunglasses with reflective colors into their collections, embracing the dramatic edge trend. - **Advertising:** Innovative advertising techniques that utilize dark sunglasses and futuristic eyewear to create visually stimulating campaigns. ## Related on Trend Hunter - [Progressive Athletic Sunglasses](https://www.trendhunter.com/trends/nike-athena.md) - [Athletic Avant-Garde Sunglasses](https://www.trendhunter.com/trends/nike-electric-pack-sunglasses.md) - [Motocross-Inspired Eyewear Campaigns](https://www.trendhunter.com/trends/eyewear-campaigns.md) - [Reimagined Eyewear Campaigns](https://www.trendhunter.com/trends/hookipa-ultra-campaign.md) - [Adaptive Cyclist Eyewear](https://www.trendhunter.com/trends/nike-view-cycling-glasses.md) - [Tech Fashion Sport Campaigns](https://www.trendhunter.com/trends/athletic-intelligence-is-here.md) - [Creative Eerie-Themed Soccer Campaigns](https://www.trendhunter.com/trends/scary-good.md) - [Iconic Eyewear Design Revivals](https://www.trendhunter.com/trends/hookipa-ultra.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md)