Nike MaxSight were fully tinted soft contact lenses launched in 2005 by Nike and Bausch & Lomb to reduce glare, boost visual contrast, and filter blue light and UV rays for athletes. While some athletes noticed improved contrast, many users felt the advantage wasn’t dramatic enough to justify the cost and hassle. The target market was much smaller than Nike’s typical footwear and apparel business as it only appealed to athletes who already wore contact lenses, played outdoor sports, and believed vision enhancement would improve performance. Plus many athletes simply wore sport-specific sunglasses, while consumers trusted established contact lens makers more than Nike for products that go directly on the eye.
