Have you ever thought of your sunglasses as a weapon in the psychological war against your racing competitors?
No. Us neither, but Nike apparently has. And the result is two new downright weird pairs of shades – the Nike Athena and Nike Zeus – which are designed to be worn before and after competing with the intention of unsettling opponents.
The Zeus pair look like something a bird-themed supervillain might wear in an R-rated DC movie, but even stranger are the Athena glasses, which are strikingly asymmetrical – if you catch yourself in reflection you might think you’ve wandered into a hall of distorting mirrors by mistake.
Nike say the glasses are “intended to be worn before and after competition as a form of psychological armor — whether to protect or project”.
“While we were initially focused on designing something for competition, the insight we heard from our athletes is the need for a mental edge or advantage, before and after competing,” says John Hoke, Nike’s Chief Innovation Officer. “Their ability to get totally into the zone, to be completely focused and undistracted, is so, so critical for these athletes.”
Apparently, according to the press release, “The styles usher in a new level of digital artistry in service of athletes, advancing Nike’s aesthetic horizons while offering contrasting visions of sport’s future.”
The Nike Athena pair is described as “a celebration of asymmetry and expression, with mirroring that wraps from lens to temple… Screwless, ultrasonic bonds and stainless-steel temples (or arms) contribute to a lightweight frame, which positions the lens further from the face to help eliminate the ‘lash crash’ sometimes caused by shallower sunglasses.”
Meanwhile, the Nike Zeus pair is, “inspired by traditional acupressure points and the look of ‘speed’ – an enduring Nike fixation… Mask-like and worn close to the face, Nike Zeus builds on the innovative ventilation of the Nike Windshield Elite 360, with intricate, fluted perforations increasing airflow to help eliminate heat pockets around the nose and cheekbones while directing heat away from the eyes.”
Both styles incorporate recycled materials; at least 40% of Nike Athena’s total weight and 20% of Nike Zeus.
So just what is the line between fashion victim and sartorial psyche assassin? Well, if you want to find out be prepared to put your hand deep in your pocket. The Nike Athena cost $250 (US) / £219.99 (UK) and the Nike Zeus are $500 (US) / £409.99 (UK). Both designs will be available globally on Nike digital platforms from today (July 24).
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